소셜 네트워크 서비스(SNS) 이용요인간 구조적 관계

• 영문명: The Structural Relationships Among Factors Affecting the Usage of Social Network Service：Focusing on the Technology Acceptance Model(TAM) and the Flow
• 발행기관: 한국IT서비스학회
• 저자명: 박윤서(Yoonseo Park) 김용식(Yongsik Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제11권 제1호, 247~272쪽, 전체 26쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.03.31

영문 초록

Social Network Service(SNS) is a kind of advanced Internet service that acts as personal media. This study was intended to find out the structural relationships among factors affecting the usage of social network services by extending the Technology Acceptance Model(TAM). For this purpose, the variable ‘Flow’ was first integrated into the TAM in order to understand the internal motivations of users. And then the external factors of SNS usage were derived from the perspective of users, contents, and media side of SNS, and finally the dependent variable was set with the intention of sustainable use. Then these factors were carefully integrated into a structural model. We expect the findings of this study will be very helpful for the internet marketing professionals, SNS developers, and the others.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형과 가설설정

4. 연구방법론

5. 가설검정 및 분석

6. 결론

참고문헌

저자소개

키워드

Social Network Service(SNS) Technology Acceptance Model(TAM) Flow