공공웹사이트의 정보서비스 및 커뮤니티 요소평가-한국관공서, 군, 경찰 홈페이지를 중심으로-

Abstract

This paper proposes that we need a simpler method for developing the Website strategy for public institutions. The research objectives are threefold: (1) A model that relates to the monitoring of Website strategy in the public sector is proposed. The model includes basic dimensions and a 2x3 matrix that is a simplified version of the Mohammed et al.'s Marketspace Matrix. (2) The model is tested empirically with a sample of 56 Websites selected from government agencies, military organizations and police stations in Korea. (3) The effect of dimensions/factors on the innovation level is tested. A special attention is paid to online attracting that is important for public institutions which usually do not use offline advertising aggressively. Results from regression analyses show that main dimensions (Marketing Drivers and Relationship Stages) and three factors (Basic Information, Support Information, and Participation) in the matrix are all significantly influential on the innovation level, but the Attracting is not. Colorful designs and attracting features of a homepage have not necessarily anything to do with innovation. This message can offer a good piece of advice for managers of Websites.