한국의 문화적 특성을 반영한 공중관계성 측정도구에 관한 연구 = A Study on the OPR Measurement Scale Reflecting Korean Culture

국문 초록 (Abstract)

PR의 목적은 조직과 공중 간 지속적이고 호의적인 관계를 수립하고 발전시켜 나가는 데 있으며, 이때 PR의 효율성은 조직과 공중 간 관계성의 질을 통해서 평가되어야 한다. 이러한 관점에서 공중 관계성 측정 및 효과에 관한 연구는 PR 분야의 이론적 토대를 마련하고 PR의 궁극적 가치에 다가서는 데 있어 매우 중요하다. 본 연구는 한국의 문화적 특성을 반영하는 동시에 다양한 공중 유형을 대상으로 적용 가능한 공중관계성(OPRs) 측정도구 제시를 목표로 하고 있다. 이를 위해 본 연구에서는 척도개발 과정에서 요구되는 절차에 따라 공중관계성 구성요인과 측정 문항 표본을 도출한 후, 이를 가지고 우리나라 기업의 주요 네 가지 유형으로 구성된 이해관계자 그룹을 대상으로 공중관계성을 측정하였다. 본 연구의 주요 분석결과는 다음과 같다. 탐색요인분석을 통한 항목의 정화결과, 우리나라의 문화적 특성을 반영하는 공중관계성 측정도구는 크게 ``유대감``, ``커뮤니케이션 균형성``, ``공동체 관여``이라는 세 가지 구성 요인을 포함하는 것으로 나타났다. 각 요인에 적재된 문항들의 신뢰도 분석결과 역시 신뢰도 검증 기준을 충족하고 있는 것으로 나타났으며, 위의 세 요인은 전체 분산의 약 72%를 설명하는 것으로 나타났다. 다음으로 확인요인분석을 통해 모형적합도와 구조타당성을 검증한 결과, 제안된 공중관계성 구조 모형은 구조타당성을 가지는 것으로 확인되었으며, 본 연구를 통해 제안된 공중관계성 측정도구는 신뢰도와 타당성을 가지는 측정도구로서 수용 가능한 것으로 판명되었다. 이상 요약된 연구결과를 바탕으로 연구자는 선행연구의 공중관계성 측정도구 및 우리나라의 문화적 특성을 반영한 공중관계성 측정도구에 대한 구체적인 논의와 함께 후속 연구에 대한 방향을 제시하였다.

다국어 초록 (Multilingual Abstract)

A study on the measurement instrument and effect of organization-public relationships(OPR) is important to build a theoretical basis and to come up to the ultimate value of PR fields. The purpose of this research is both to develop the OPR measurement scale which can be applied to estimating against various types of publics and is appropriated for the relational context in Korean culture. The major findings of this study are as follows. First, three factors are identified from the result of scale purification though exploratory factor analysis. The results demonstrate that ``commitment``, ``communication symmetry``, and ``community involvement`` are visible constructs for measuring OPRs. The Cronbach`s Alpha is .96 for commitment, .73 for communication symmetry, and .83 for community involvement. In the second step, the confirmatory factor analysis has yielded a measurement model, which consists of commitment, communication symmetry and community involvement to check whether the measurement model comprising three factors has a moderate model fit and structural validity. The results show that the measurement model has a satisfactory model fit with Chi-sqaure = 308.653, df = 116, p = .000, SRMR = .0495, CFI = .933. Consequently, inspection of the fit statistics for the proposed model reveals that the model proves to be acceptable and the scales proposed in this research have a high level of reliability and validity.

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