기업 SNS 이용자(고객)의 지속적 사용의도에 관한 연구

• 영문명: A Study on influence factors of User's Continuous Use Intension in Firm Promotion Social Network Service: by Mediating the Moderator of the Operation Objective Types in Facebook Fan Page
• 발행기관: 한국IT서비스학회
• 저자명: 심은선(Eunsun Shim) 이정훈(JungHoon Lee) 정법근(BeobGeun Jeong)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제4호, 41~57쪽, 전체 16쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

As the usage of SNS has grown dramatically over the last years. it has been used in various sectors not just a tool for communication. In particular, corporate companies actively use Facebook as a tool for corporate marketing. Corporate companies communicate with their customers by providing service or events information. In this study, empirical analysis was carried out on corporate companies that are using Facebook as a marketing tool. thus finding out the influencing factors in continued usage of Facebook Fan Page users. In addition. analysis of the factors will be investigated according to continued usage of the users. where the user's intention will differ depending on how corparate companies operate and deal with the Facebook Fan Page. Factors affecting the user's satisfaction, perceived usefulness, and perceived playfulness were deducted through the analysis of the existing literature study on corparate company's continued intention on the usage of Facebook Fan Page. Accordingly, factor affecting this such as relationship, speed. content diversity, which are the media characteristics of the Facebook were deducted and finally hypathesized. In addition. the type of corparate company's Facebook Fan Page was divided into event type, communication type, information service type. And hence investigated the factors that differed from the continued usage depending on the type. Results analysis shows that perceived usefulness affected only relationship, speed, content diversity. Furthermore, analysis shows that corporate company's Fan Page of communication and event types are the factors that affect the usage intention which meant it only affected the perceived enjoyment. On the basis of this study, we are able to present an implication of value where corporate company use it as a marketing tool, through factors from continued usage of coroparate company's Facebook Fan Page users.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구 설계

4. 연구 분석 및 결과

5. 결론

참고문헌

키워드

Social Network Service SNS Facebook Media Properites User Satisfaction Continuous Operation of the Purpose Intended Use