A Study on the OPR Measurement Scale Reflecting Korean Culture

PR??? ????????? ????????? ?????? ??? ??????????????? ???????????? ????????? ???????????? ???????????? ????????? ??? ?????????, ?????? PR??? ???????????? ????????? ?????? ??? ???????????? ?????? ????????? ??????????????? ??????. ????????? ???????????? ?????? ????????? ?????? ??? ????????? ?????? ????????? PR ????????? ????????? ????????? ???????????? PR??? ????????? ????????? ???????????? ??? ?????? ?????? ????????????. ??? ????????? ????????? ????????? ????????? ???????????? ????????? ????????? ?????? ????????? ???????????? ?????? ????????? ???????????????(OPRs) ???????????? ????????? ????????? ?????? ??????. ?????? ?????? ??? ??????????????? ???????????? ???????????? ???????????? ????????? ?????? ??????????????? ??????????????? ?????? ?????? ????????? ????????? ???, ?????? ????????? ???????????? ????????? ?????? ??? ?????? ???????????? ????????? ??????????????? ????????? ???????????? ?????????????????? ???????????????. ??? ????????? ?????? ??????????????? ????????? ??????. ????????????????????? ?????? ????????? ????????????, ??????????????? ????????? ????????? ???????????? ??????????????? ??????????????? ?????? ``?????????``, ``?????????????????? ?????????``, ``????????? ??????``????????? ??? ?????? ?????? ????????? ???????????? ????????? ????????????. ??? ????????? ????????? ???????????? ????????? ???????????? ?????? ????????? ?????? ????????? ???????????? ?????? ????????? ???????????????, ?????? ??? ????????? ?????? ????????? ??? 72%??? ???????????? ????????? ????????????. ???????????? ????????????????????? ?????? ?????????????????? ?????????????????? ????????? ??????, ????????? ??????????????? ?????? ????????? ?????????????????? ????????? ????????? ??????????????????, ??? ????????? ?????? ????????? ??????????????? ??????????????? ???????????? ???????????? ????????? ?????????????????? ?????? ????????? ????????? ???????????????. ?????? ????????? ??????????????? ???????????? ???????????? ??????????????? ??????????????? ???????????? ??? ??????????????? ????????? ????????? ????????? ??????????????? ??????????????? ?????? ???????????? ????????? ?????? ?????? ????????? ?????? ????????? ???????????????. 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