Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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What Makes Twitterers Retweet on Twitter? Exploring the Roles of Intrinsic/Extrinsic Motivation and Social Capital

왜 트위터러들은 리트윗하는가? 내외적 동기와 사회적 자본의 역할 탐색

  • Lee, Sungjoon (Department of Journalism and Communication Studies, Cheongju University)
  • 이성준 (청주대학교 신문방송학과)
  • Received : 2014.02.07
  • Accepted : 2014.06.12
  • Published : 2014.06.30
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Abstract

This study examined what determinants affect the intention of retweeting on Twitter from the perspectives of motivations and social psychology. The primary theoretical foundations are the theory of reasoned action (TRA), motivation theory and social capital theory. An online survey was administrated to collect the data. The data collected was analyzed using the structural equation model (SEM). The findings showed that both the attitude toward the retweeting behavior and subjective norm have significant effects on the intention to retweet. The results also showed that the attitude toward the retweeting behaviors was influenced by the individual intrinsic motivation and the norm of reciprocity. Social trust also had a significant influence on the intention to retweet. This study discusses the implications of these findings.

본 논문의 주 목적은 동기와 사회적 심리 관점에서 리트윗 행위의도에 영향을 미치는 요소를 살펴보는 것이다. 주요 이론적 근거로는 합리적 행위 이론, 동기 이론 및 사회적 자본 이론을 사용하였다. 온라인 서베이를 통하여 자료를 수집하였으며, 구조 방정식 모델을 이용하여 수집된 자료를 분석하였다. 본 연구의 결과는 리트윗 행위에 대한 태도와 주관적 규범이 리트윗 의도에 유의미한 영향을 미치고 있음을 보여준다. 또한 리트윗 태도는 개인의 내적 동기와 호혜성 규범에 영향을 받고 있음을 보여준다. 더불어 사회적 신뢰는 리트윗 행위 의도에 유의미한 영향을 미치고 있음을 나타낸다. 연구의 결과가 지닌 함의들에 대해서도 토의해본다.

Keywords

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