The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effect of Social Network Services Determinants on Word Of Mouth

구전에 영향을 미치는 SNS 제 요인에 관한 연구

  • 위하 (신라대학교 대학원 경영학과) ;
  • 김경민 (신라대학교 경영대학 경영학부)
  • Received : 2014.10.15
  • Accepted : 2015.01.13
  • Published : 2015.03.31
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Abstract

Social Network Service (SNS) has been played an important role in the life with the expansion of the modern technology in the cellular communication. More knowledge and understanding should be inevitable even if companies have taken advantage of SNS through word of mouth as one of the new paradigm. In most cases the crucial benefit or peculiarity of SNS has been overlooked because only general aspects of SNS have been applied in the online situation. As a result of this, same paradigm has been considered in reality as SNS was just used one of the marketing tools. However, essential aspects of SNS were investigated to see the relation of usage intention and word of mouth in this study. The hypothesis of the effect of continuous intention of the usage, trust and word of mouth was made and reviewed statistically. The statistical analysis showed there was significant among relationship, context, perceived service quality and continuous intention of the usage. In addition to that, self-expression, relationship, perceived service quality and trust were significant. Finally the continuous intention of the usage and word of mouth was significant as well. Based on this study, SNS provided by the companies could be effective to the customers in terms of word of mouth while different trend was shown in terms of trust.

Keywords

References

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