- P-ISSN1013-0799
- E-ISSN2586-2073
- KCI
사회네트워킹 사이트 이용자 지속의도에 영향을 미치는 요인에 관한 탐구
Exploring Factors Influencing Users' Continuance Intention in Social Networking Sites
Abstract
The success of social networking sites (SNSs) may depend on many factors. Continuance use of SNSs is one of these. Especially, in the Web environment where users can leave one service with a single mouse click, maintaining existing members cost much time and efforts. Without continuance use of SNSs, SNS-based service would not create any value. This study focused on identifying factors influencing users’ continuance intention in SNSs. Based on relevant literature review, six influencing factors were initially identified. They were reputation, relational capital, knowledge quality, compatibility, personalization, and satisfaction. Web-based ques- tionnaire survey was conducted and a total of 325 usable responses were collected. Reliability test and two rounds of exploratory factor analyses resulted in identifying five factors. The relationship between the factors and the continuance intention was tested by using multiple regression analyses. The analyses revealed that satisfaction was the most significant factor. Knowledge quality and relational capital also had significant effects while reputation and personalization did not have significant effect on continuance intention. Instead, reputation and personalization showed significance in influencing satisfaction.
- keywords
- social networking site, continuance, post-adoption use, 사회네트워킹사이트, 지속이용, 수용 후 이용
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