Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on Chinese Discontinuance of Microblog -Focus on Sina weibo-

중국 마이크로 블로그 이용중단에 관한 연구: Sina weibo를 중심으로

  • Ying, Qin (Free21+ e-Service Team, Chonnam National University) ;
  • Lee, Kyeong-Rak (Free21+ e-Service Team, Chonnam National University) ;
  • Lee, Sang-Joon (Graduate School of Business Administration, Chonnam National University)
  • 진영 (전남대학교 공짜21+ e-서비스 사업단) ;
  • 이경락 (전남대학교 공짜21+ e-서비스 사업단) ;
  • 이상준 (전남대학교 대학원 경영학과)
  • Received : 2014.10.10
  • Accepted : 2014.12.20
  • Published : 2014.12.28
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Abstract

While innovative information technologies have been adopted quickly into our daily life, we often experience the discontinuance after being temporarily adopted. This paper aims to study the factors influencing discontinuance on Microblog to Chinese users who already temporarily adopted it. According to empirical analysis, complexity and security show up their influences into all perceived risks, and inconvenience innovation and subjective norm just effect social risks. And perceived risk shows influences in every reasons for discontinuance, especially lots influences come from complexity. So according to these results, it is needed that the complexity of Microblog should be reduced.

혁신적인 정보기술이 우리의 일상생활에 빠르게 수용되고 있는 과정에, 일시적으로 수용되었다가 이용이 중단되는 경험을 하기도 한다. 본 연구에서는 마이크로 블로그를 일시적으로 수용한 중국 사용자들을 대상으로 수용 후 이용중단에 미치는 요인을 알아보고자 한다. 실증분석 결과 사용자의 심리요인 중 복잡성과 보안성은 인지된 위험에 모두 영향을 미치는 것으로 나타났으며, 불편함, 혁신성과 주관적 규범은 사회적 위험에만 영향을 미치는 것으로 나타났다. 또한 인지된 위험은 이용중단에 모두 영향을 끼치는 것으로 나타났으며, 특히 복잡성이 가장 큰 영향을 미치는 것으로 나타났다. 이러한 결과를 토대로 향후 마이크로 블로그 사용의 복잡성을 좀 더 감소시키는 것이 필요할 것이다.

Keywords

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