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http://dx.doi.org/10.9728/dcs.2017.18.5.957

A Study on Influencing Factors of Continuous Use Intention by SNS Connection Type and User Psychology  

Hong, Hee-Kyung (College of Liberal Art & Sciences, Hansung University)
Choi, Jung-Il (School of Business Administration, Soongsil University)
Han, Kyeong-Seok (School of Business Administration, Soongsil University)
Publication Information
Journal of Digital Contents Society / v.18, no.5, 2017 , pp. 957-967 More about this Journal
Abstract
In this study, factor, is focused on user's psychology and SNS using style, of intention to use SNS continuously being affeted to who want to stop using SNS. This study utilized the foundational frame of PCM and TAM2 and indepednent variable and Mediating variable were based on previous research. I used statistical programs such as AMOS 18.0 and SPSS 18.0 to verify the practical examination of the hypothesis of this study and the questionnaire was distributed to the public and IT students who once used SNS, and made the 443 questionnaires to analyze on final except missing values and insincere responses. The result of study was that intention to use SNS continuously are affected by positive and negative psychological factors and will be helpful to provide a service plan for SNS and establish for marketing strategy.
Keywords
Psychology of Use in SNS; Continuous Intension to Use of SNS; SNS Fatigue; Double Psychology; Privacy Calculus Model(PCM);
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Times Cited By KSCI : 4  (Citation Analysis)
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