온-오프라인 연계가 지역 커뮤니티 몰입 및 문제해결에 미치는 영향

초록

Purpose This study aims to investigate strategies for revitalizing local communities to address the complex regional problems that are difficult to solve through top-down, government-led approaches. Departing from the traditional perspective that separates “offline” and “online” communities, this research shifts the focus to the “linkage of online-offline activities”. The purpose is to empirically verify the structural relationship between this linkage and community performance-specifically community commitment and problem-solving efficacy-while examining the mediating roles of social trust and psychological safety. Design/methodology/approach This study conducted a survey among 312 individuals who actively participate in offline local community activities. The survey identified the respondents' demographic characteristics, and community participation purposes. To verify the validity and reliability of the measurement instruments, EFA and Cronbach’s alpha coefficients were calculated. To test the proposed research hypotheses, serial mediation effects were analyzed using the PROCESS macro v5.0 (Model 6). Furthermore, the bias-corrected bootstrap method with 5,000 iterations was applied to confirm the statistical significance of the indirect effects. Findings The empirical results supported all 15 hypotheses proposed in this study. First, online-offline linkage had a significant positive effect on both social trust and psychological safety. Second, both social trust and psychological safety were identified as key factors that significantly enhance community commitment and problem-solving efficacy. Third, the partial and serial mediation effects of social trust and psychological safety were confirmed in the relationship between online-offline linkage and the outcome variables. Notably, the path through “social trust” showed the largest indirect effect for both dependent variables, suggesting that strengthening trust through integrated online-offline activities is crucial for fostering community commitment and practical problem-solving capabilities.

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