open access
메뉴.png){kind=logo}
open access
메뉴
신 미디어 SNS는 최근 몇 년간 급신장과 사회전반의 막대한 영향력을 보여주고 있으면서, 동시에 사회전반에 여러 폐해 사례들이 나타나고 이용성장률이 둔화되고 있는 조짐을 보이고 있다. 이러한 배경 하에, 본 연구는 SNS의 지속 이용 모형을 제시하기 위해 진행되었다. 이용과 충족 이론과 기술수용모델을 이론적 기반으로, 본 SNS 지속이용 모형은 SNS 이용 시 중요 기능인, 전문가검색, 대화와 연결, 컨텐츠 공유, 및 정체성과, 기술수용모델의 주요 변수인 SNS의 유용성 지각과 SNS의 이용 용이성 지각, SNS의 이용 충족 및 향후 지속 이용 의도, 그리고 사회심리적 변수인 네트워크 요인과 SNS 자기 효능감 간의 구조적 역학 관계를 제시하였다. SNS 실 사용자들의 인구통계적 특성이 반영된 응답자 대상의 서베이 진행하여(n=522) 본 연구 결과의 일반화를 가능하도록 하여 설명력 높은 SNS 지속 이용 모형을 얻을 수 있었다. 분석 결과, SNS 사용자들은 SNS가 콘텐츠 공유를 제외한 전문가검색, 대화와 연결, 및 정체성의 기능을 제공한다고 지각하고 있으며, 이러한 SNS 기능관련 지각들은 SNS 유용성 지각과 SNS 이용 용이성 지각에 긍정적으로 영향을 미쳤다. 지각된 SNS 유용성과 SNS 이용 용이성은 SNS 이용충족을 높였으며, 가설과 달리 SNS 유용성 지각은 향후 SNS 지속 이용 의도에는 직접적으로 영향을 미치지 않았으며, 가설과 동일하게 SNS 이용 용이성은 향후 SNS 지속 이용 의도에 정적으로 영향을 미쳤다. 흥미롭게도, 외재적 요소로써의 사회 심리적 변수 네트워크 요인은 연구가설과 달리, 향후 SNS 지속 이용의도에도 이용 만족도에도 둘 다 영향을 미치지 않았는데, 이는 SNS를 통한 네트워크요인이 제대로 작동 안하고 있다는 반증의 결과라 하겠다. SNS 자기 효능감은 제안된 가설처럼 SNS 이용 충족과 향후 SNS 지속 이용 의도 둘 다 긍정적 효과를 발견하였는데, 이를 통해 SNS 자기 효능감이 SNS의 지속사용의도에 중요한 내재변수임을 확인할 수 있었다. 본 연구는 연구 결과와 함께 이론적 의미와 SNS의 지속이용을 높이기 위한 시사점을 논의하였고, 기업의 마케팅 커뮤니케이션 도구로써 기업의 전략적이고 성공적인 SNS 활용을 위한 함언을 제시하였다.
A new media, SNS have shown fast growth in the last few years and increasing its impact throughout our society, and also have revealed various problems throughout our society along with the mature of SNS growth rate. Based on the background, this study proposes a SNS continuing usage model, which is based on the Uses and Gratifications Theory and the Technology Acceptance Model. This model shows the structural relationships among four major functions (expert search, communication and connection, content sharing, and identity) for SNS usage, the perceived usefulness on SNS and the perceived ease of use in SNS, SNS gratifications, a continuing usage intention for SNS, and network factors and SNS self-efficacy, which are social-psychological variables. Considering actual SNS users’ demographic features, this research collected data (n=522) so that generalization of the findings in this study is possible. The findings revealed that three major variables for SNS function perceptions (expert search, communication and connection, identity) except the ‘content sharing’ construct positively affected perceived usefulness in SNS and perceived ease of use in SNS. Perceived usefulness in SNS and perceived ease of use in SNS by these SNS function perceptions directly affect SNS gratifications. Unlike the proposed hypothesis, perceived usefulness in SNS did not affect continuing usage intention for SNS and like the proposed hypothesis, perceived ease of use in SNS affected continuing usage intention for SNS. Interestingly, unlike the proposed hypothesis, network factors and SNS self-efficacy, which are social-psychological variables as an external factor, do not affect either SNS gratifications or continuing usage intention for SNS. This result shows an evidence meaning the network factors through SNS actually does not work. This study also found an effect of SNS self-efficacy on both SNS gratifications and continuing usage intention for SNS, as hypothesized so that it confirmed that SNS self-efficacy is an important internal factor for continuing usage for SNS. This study discusses theoretical meanings and insights within the findings to increase continuing usage intention for SNS, and provides managerial implication directions for strategical, successful utilizations of SNS as a marketing communication tool.
가명호, 정대율 (2010). Social network sites usage and revisiting: an empirical study on user behaviors in China, 인터넷전자상거래연구, 10(4), 193-219.
고상민, 황보환, 지용구 (2010). 소셜네트워크서비스와 온라인 사회적 자본: 한국과 중국 사례를 중심으로, 한국전자거래학회지, 15(1), 103-118.
금희조, 조재호 (2010), 스마트폰, 커뮤니케이션 격차, 그리고 정치 참여: 소셜 미디어 효과에 대한 스마트폰이용의 조절 역할을 중심으로, 한국언론학보, 54(5), 348-465.
김상훈, 박현정, 이방형 (2010). 사회적 영향력과 모바일 서비스의 사용-확산, 그리고 지속적 사용 및 상표 전화의도 간의 관계에 대한 연구, 한국마케팅저널, 12(3), 1-24.
매일경제, 2012. 3. 19. ‘SNS의 불은 꺼지고 있는가’.
박지홍 (2008). Exploring factors influencing users’ continuance intention in social networking sites, 정보관리학회지, 25(4), 205-226.
정기한, 정지희, 신재익 (2010), 기업의 SNS (Social Networking Service)활동이 브랜드 및 구전, 구매의도에 미치는 영향. ‘2010 한국경영통합 학술대회
최은정 (2012). An Empirical Study of the Impact of SNS Market Orientation on Business Performances, working paper
Asch, S. E. (1955), Opinions and Social Pressure. Scientific American, 193, 31-35.
Bagozzi, R. P., Yi, Y., and Philip, L. W. (1991), Accessing construct validity in organization research, Administrative Accidence Quarterly, 36, 421-458.
Bandura A. (1986), Social Foundations of Thought and Action: A Social Cognitive Theory, Prentice- Hall
Benbasat, I. and Moore, G. C. (1991), Development of measures for studying emerging technologies. System Sciences, Proceedings of the Twenty-Fifth Hawaii International Conferences, 4, 315-324.
Bhattacherjee, A. (2001), Understanding information systems continuance: an expectation-confirmation model, MIS Quarterly, 25(3), 351-370.
Biocca, F. (1988), The pursuit of sound: radio, perception, and utopia in the early twentieth century. Media, Culture, & Society, 10, 61-80.
Chen, Q., Clifford, S. J., and Wells, W. D. (2002), Attitude toward the site Ⅱ: New information, Journal of Advertising Research, 42(2), 33-45.
Childers, T. L., Carr, C. L., Peck, J,. and Carson S. (2001), Hedonic and utilitarian motivations for online retail shopping behaviour, Journal of Retailing, 77(4), 511-535.
Davis, F. D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quarterly, 13, 319-340.
Davis, F. D. (1993), User acceptance of information technology: Systems characteristics, user perceptions and behavioral impacts, International Journal of Man-Machine Studies, 38(3), 475-487.
Davis, F. D., Bagozzi, R. P., and Warshaw, P. R. (1989), User acceptance of computer technology: A comparison of two theoretical models, Management Science, 35, 982-1003.
Eastin, M. A. and LaRose, R. L. (2000), Internet self-efficacy and the psychology of the digital divide. Journal of Computer Mediated Communication, 6(1). Retrieved November 29, 2000 from the World Wide Web: http:// www.ascusc.org/jcmc/vol6/issue1/eastin.html
ExactTarget과 CoTweet의 공동 서베이 결과 (2012) 내부자료
Hong, S., Tam, K., and Kim, J. (2006), Mobile data service fuels the desire for uniqueness, Communications of the ACM, 49, 89-94.
Jeong, S. W., Fiore, A. M., Niehm, L. S., and Lorenz, F. O. (2009), The role of experiential value in online shopping: the impacts of product presentation on consumer responses towards an apparel web site, Internet Research, 19(1), 105-124.
Karahanna, E., Straub, D., W. and Chervany, N. L. (1999), Information technology adoption across time: a cross-sectional comparison of pre-adoption and post-adoption beliefs, MIS Quarterly, 23(2), 183-213.
Katz, E., Blumler, J. G., and Gurevitch, M. (1973), Uses and Gratifications Research, The Public Opinion Quarterly, 37(4), 509-523.
Katz, E., Blumler, J. G., and Gurevitch, M. (1974), Utilization of mass communication by the individual. In J. G. Blumler, and E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp.19-32). Beverly Hills: Sage.
Katz, E., Gurevitch, M., and Haas, H. (1973), On the use of mass media for important things, American Sociological Review, 38.
Kim, G. S., Park, S., and Oh, J. (2008), In examination of factors influencing consumer adoption of short message service(SMS), Psychology and Marketing, 25(8), 769-786.
Korgaonkar, P. K. and Wolin, L. D. (1999), A multivariate analysis of Web usage, Journal of Advertising Research, (March/April), 53-68.
Koufaris, M. (2002), Applying the technology acceptance model and flow theory to online consumer behaviour. Information Systems Research, 13(2), 205-223.
LaRose, R. Lin, C. and Eastin, M. S. (2003), Internet addiction, habits and deficient self- regulation. Media Psychology, 5(3), 225-253.
LaRose, R. Mastro, D., and Eastin, M. S. (2001), Understanding Internet Usage: A Social Cognitive Approach to Uses and Gratifications. Social Science Computer Review, 19(4), 395-413.
Lin, H. F. (2007), The role of online and offline features in sustaining virtual communities: an empirical study. Internet Research, 17(2), 119- 138.
Palmgreen, P., Wenner, L., and Rosengren, K. (1985), Uses and gratifications research: The past ten years. In K. Rosengren, L. Wenner, & P. Palmgreen (Eds.), Media Gratifications Research (pp.11-37). Beverly Hills, CA: Sage Publications.
Shih C. and Venkatesh, A. (2004), Beyond adoption: development and application of a use-diffusion model. Journal of Marketing, 69(January), 59-72
Venkatesh, V. (1999), Creation of favorable user perceptions: exploring the role of intrinsic motivation. MIS Quarterly, 23(2), 239-260.
Venkatesh, V. and Davis, F. (2000), A theoretical extension of the technology acceptance model: for longitudinal field studies, Management Science, 46(2), 186-204.
Wimmer, R. D. and Dominick, J. R. (1994), Mass Media Research, 4th edition, Wordsworth Pub. Co.
