A Double-edged Sword: The Effects of SNS Users’ Perceived Interactivity on Using Reluctant Intention Comparing with The Modified Prototype/behavioral willingness Model

• 발행기관: 한국유통과학회
• 저자명: Soo-Hong Park Hoe-Chang Yang
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2013년 동계 국제학술대회, 201~207쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.12.11

영문 초록

This study focused on causes of use reluctant intention because closed SNS was more active than open SNS was despite tremendous growth of SNS to have negative influence upon not only SNS contents suppliers but also marketing business using SNS. The survey were conducted a total of 205 participants with adult over colleague student, 197 copies that excluded questionnaire with unfaithful answer were used in the analysis, and we used path analysis of structural equation modeling. The results of modified path model showed that interactivity was influenced by value, and then affecting “trust → satisfaction → using reluctant intention” path and “satisfaction → using reluctant intention” path. These result reflected that interactivity have a double-edged sword and value is very important standard to make a positive of negative role of interactivity. These results suggested that interactivity was found to have influence upon not only behavioral willingness that took actions depending upon either improvisation or situation but also behavioral intention path that thought and took actions in reasonable way. The interactivity had double-edged sword to help develop SNS and to produce negative results

목차

Abstract

Ⅰ. Introduction

Ⅱ. Theoretical Background

Ⅲ. Research model and Hypotheses

Ⅳ. Empirical Analysis

Ⅴ. Discussion and Conclusion

References