본 연구는 소수의 의견 선도자에 의해 주도되는 온라인 여론이 과연 정보로써 활용가능한지에 대해 실증해보고자 하였다. 검증을 위해 본 연구는 온라인 여론의 질적 수준을 유발하는 선행요인들을 콘텐츠 측면과사이트 측면에서 구분하여 살펴보았다. 또한 최종적인 결과물인 질적 성과는 온라인 여론에 대한 설득수준뿐 만 아니라 미디어에 대한 충성도까지 살펴봄으로써 기업과 유저 측면에서의 의미 있는 시사점들을 도출하고자 하였다. 검증 결과, 콘텐츠 질적 수준이 사이트 질적 수준 보다 온라인 여론에 대한 이용자태도에 미치는 영향이전반적으로 높게 나타났다. 한편, 온라인 여론의 질적 수준에 따른 성과는 여론의 설득 수준 뿐 만이 아닌미디어의 충성도에도 영향을 미친다는 것을 검증할 수 있었다. 이를 통해, 본 연구는 기업 및 사회구성원들이자신의 이익과 공익을 위해 웹기반의 생산활동 방향을 어떻게 조율하고 스스로 통제하는 것이 이성적이고합리적인지에 대한 대안을 제공하고자 하였다.

The purpose of this study is showing the way of Saemangeum leuisre sports complex’s being internationa l great complex by deriving factors of success for efficient opeartion and presenting plan and fixing priority . Study sports industry management professor 3 and, Sae-Man-Gum Leisure Complex Operations Team staff 2,Jeonbuk development institute 2, Jeonrabuk-do Tourism & Leisure Section Evaluation Committee 5, the Korea Research Institute for Human Settlements 3, a total of 15 people responded to a questionnaire and study used purposeful sampling. From April 18 to June 17, using delphi technique, study derived factors through 3 rounds,analyzed priority by using Analytic Hierarchy Process. Encoding operation was carried out to allow statistical procesinsg, all materials, frequency analysis was ca-r ried out by using Window 용 SPSS/PC (ver. 18.0), factors of sucecss were derived from EC-2000 by Analytic Hierarchy Process. First, study used 3 rounds of delphi technique to drive factor sof success of Sae-Man-Gum leisure sport s complex, and the quality of service, the citizens’ recognition of leisure sports complex , the leisure sports resources,the leisure sports facilities, the contents of the inofrmation, the rationality of information operations were derived from the technique. Second, it had to consider ‘natural resources’ in the leisure sports resources,‘information difference’ in the contents of the information asth e first things and ‘cost of adequacy’ in the le-i sure sports facilities, ‘improving welfare’ in the citizens’ rceognition of leisure sports complex as the second . ‘Service type ’ in the service quality had to be considered as first and at last, convenience of using information in the rationality of information operations were first thing.

The purpose of this study is to exami ne whether the non-professional and biased public opinion produced by a small number of participants can repr esent the society as a whole. For this purpose, this study examined the fact ors that determine the quality of online public opinion in terms of content and site. In addition, this study examined the qualitative outcomes by the level of persuasiveness on online public o pinion and media loyalty. As a result of the verification, the con tent quality has a higher influence on the users' attitude than the site quality. Especially, the most important antec edents that determine users' attitude are content expertise and content bia sness. Moreover, users’ attitude on o nline public opinion has proven that they can increase media loyalty as w ell as persuasiveness on online public opinion. Therefore, this study examin es how corporate and social members control the direction of online producti on activities to improve the quality of their performance.