The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effect of Social Influence on Flow, Perceived Usefulness and Intention to Use in Online Community

온라인 커뮤니티에서 사회적 영향이 플로우, 지각된 유용성, 이용의도에 미치는 영향: 싸이월드를 중심으로

  • 유일 (순천대학교 경영통상학부) ;
  • 최혁라 (순천대학교 중소기업경영연구소)
  • Published : 2008.06.30
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Abstract

This study introduces the construct of social influence and combines the construct with the flow theory and TAM framework Subjective norm, image, and visibility identified as the dimensions of social influence are hypothesized to influence flow and perceived usefulness, and then the intention to use of online community. Data were collected through a survey of respondents who have the experience of using an online community, and analyzed by using structure equations modelling. The major findings of this study are as follows: First, subjective norm was found to have a positive influence on flow and intention to use. Second, image was found to have a positive effect chi flow and perceived usefulness. Third, visibility was found to have a positive influence on perceived usefulness. Finally, flow and perceived usefulness were also found to have a positive effect on the intention to use. Implications of these findings are discussed for researchers and practitioners.

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