원문정보
Relationship between Business Context and the Selection of Online Communication Media: Niche Theory Approach
초록
영어
Diversity of available communication media has increased as the use of Internet and mobile technology increased rapidly. The traditional media tend to transform their roles and functionality. This change brings about the expansion of the span of media to be selected by users. In this study, we examined the characteristics of emerging communication media use based on Niche Theory. Online communication media in this study include Internet messenger, mobile phone, and e-mail. We also analyzed the relationship between the nature of task and the selection of communication media, that is, the effects of communication contexts(formal vs. informal, notification vs. request, superior vs. inferior) where by the communication partners are involved. The result of this study, mobile phone had the highest niche competitive superiority in all communication contexts, and internet messenger and e-mail made difference according to communication contexts. Also, we can notify internet messenger and e-mail have a mutual substitutive relationship by analysis of niche overlap.
목차
1. 서론
2. 이론적 배경
2.1 조직상황과 커뮤니케이션 방식의 관계
2.2 적소이론과 커뮤니케이션 매체
3. 연구 방법
3.1 연구모형 및 가설
3.2 표본특성
4. 연구결과
4.1 적소경쟁적 우위성 비교분석
4.2 추가분석
5. 결론 및 시사점
참고문헌