기업의 관계적 성과로서 기업소셜네트워크 이용자의 자발행동에 관한 연구

• 영문명: A Study on User's Voluntary Behavior in Company Social Networks(CSN)
• 발행기관: 한국IT서비스학회
• 저자명: 강인원(Inwon Kang) 조은선(Eunsun Cho)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제2호, 35~53쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

Company Social Networks (CSN) has emerged as a commonly used marketing channel. One of the most important advantages in CSN is the user's voluntary behavior as a relational performance. We classified level of voluntary behavior, as 'consumption', 'active participation', and 'creative contribution' to comprehend different relational performance of CSN. Moreover, we proposed research model to compare positive attitude and negative attitude. This study aims to investigate 'the process of user's voluntary behavior in CSN' which is causal relationship between benefits of CSN, user's attitude and voluntary behavior. Empirical results with 175 valid questionnaire data revealed that CSN benefit factors played a significant role in trust and distrust. Based on these effects, trust and distrust have different influences as level of voluntary behavior, just as proposed. For practitioners, it is crucial finding that users are more active behavior based on strong trust.

목차

Abstract

1. 서론

2. 이론적 배경 및 선행연구

3. 연구모형 및 가설설정

4. 연구방법론

5. 실증분석

6. 결론 및 연구의 한계

참고문헌

키워드

Company Social Networks(CSN) Relational Performance Level of Voluntary Behavior Trust Distrust Fundamental Benefit Relational Benefit