소셜 네트워크 서비스의 지속적 사용의도에 영향을 미치는 서비스 및 개인 특성에 대한 실증연구

• 영문명: An Empirical Study on the Influence of Social Network Services(SNS) and Individual Characteristics on Intention to Continuous Use of SNS
• 발행기관: 한국IT서비스학회
• 저자명: 김상현(Sanghyun Kim) 박현선(Hyun-Sun Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제11권 제3호, 17~38쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

Social network service(SNS), provided by social network sites such as Facebook, Twitter and Cyworld is rapidly growing in online business. Furthermore, many companies have growing interests in finding effective ways to use SNSs for their innovations, marketing and advertisement. In fact, firms have recognized the utility value of the SNS for their business. In this aspect, this study attempts to identify key factors influencing the intention to continuous use of SNSs. Based on the UTAUT(the Unified Theory of Acceptance and Usage of Technology)model, this study proposes the research model, including the effects of social network service characteristics(social relationship support, information sharing, image expression) and individual characteristics(self-disclosure, extroversion, familiarity) on performance expectancy as well as the moderating effect of perceived information security among UTAUT variables. The 412T sets of data collected in a survey were tested against the modeling using SEM using SmartPLS. Results indicated that social network service and individual characteristics had significant effect on performance expectancy with exception of self-disclosure. In addition, the moderating effect of perceived information security had significant effect. The results had important implications for firms providing SNSs hoping to develop a successful business model.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형 및 가설설정

4. 가설검증 및 분석결과

5. 결론

참고문헌

저자소개

키워드

Social Network Service Performance Expectancy Effort Expectancy Perceived Information Security Intention to Continuous Use of SNS