가상공동체에서 제휴관리자의 지식교환에 관한 실증연구

An Empirical Study on Alliance Managers’ Knowledge Exchange in Cyber Communities

The purpose of this paper is to study alliance managers’ knowledge exchange in cyber communities. The ranges of people participating in various kinds of cyber communities has changed. While some communities require members to have particular skills or qualification, there are millions of open communities in which anyone with internet and web access can participate. Consequently, the majority of users in these open communities and many others are not technical people or skilled office workers. Through participating in the interpersonal knowledge exchange process, alliance managers save time, and are provided with opportunities to confirm their personal knowledge as up-to-date and relevant to the specific context. By using the interpersonal process, they conform with and confirm the community’s social etiquette, which dictates its preference for the identified exchange mechanism.