소셜 네트워크를 활용한 커뮤니티기반 기부 콘텐츠 개발

Abstract

The economic growth and higher education make people concerned about social activities. An act of donation as a social activity is made rapid progress from off-line donation campaign and the mass media such as TV, radio, newspaper to on-line environment. Usually the existing on-line donation programs are devoted to persuade people to donate through web banners and event windows and form the group of people with donation community. However we need more various researches to induce potential donators to active participation and work out of strategy which is coincide with Korean propensity to donation. This paper is for developing a community based donation content to establish and spread on-line donation culture in Korea. There is a proposal of donation content which is spread itself by 'Ilchone,' the closest members, using the unique network structure of 'Minihompi' on Cyworld that is typical Korean personal networking community. 'Wish Bottle', the donation item of Cyworld, starts to work for donation activity as people purchase the item. Not only the activities of Minihompi owner but also participation of Ilchones such as applause, joining donation can make this donation item grow continuously like an upbringing game. This study is a part of a series of researches about social availability of on-line networking. And It will be proposed as a content design for a social work organization which needs to develop a donation content.