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http://dx.doi.org/10.14400/JDC.2020.18.10.195

An Exploratory Study on User Characteristics of Social Media: From the Perspective of Consumer Innovativeness  

Shin, Hyunchul (Korea Information Communication Industry Institute)
Kim, Yongwon (Department of Applied Economics, Hanyang University Graduate School)
Kim, Yongkyu (Department of Economics, Hanyang University (ERICA))
Publication Information
Journal of Digital Convergence / v.18, no.10, 2020 , pp. 195-206 More about this Journal
Abstract
This study aims to analyze the effect of consumer characteristics such as consumer innovativeness on using popular social media in Korea. Social media usage is estimated by probit and multinomial probit model with user characteristics using Korea media panel data of 2019. According to the analysis, users with hedonoc innovativeness are likely to use social media, while users with cognitive innovativeness are not likely to use it. Regarding individual social media usage, functional innovativeness increases the probability of using Kakaostory, and hedonic innovativeness increases the likelihood of using Instagram. However, cognitive innovativeness decreases the probability of using Kakaosotry and Naver Band. This study gives insights into finding out specific social media for marketing certain products with innovativeness. In future research, it may be worthwhile to analyze under the assumption that a social media user is using several social media simultaneously.
Keywords
User Characteristics; Social Media; Consumer Innovativeness; Media Panel; Multinomial Probit;
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