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http://dx.doi.org/10.5762/KAIS.2020.21.12.120

The Effects of Perceived Value and Stress on Continuous Intention in SNS : Focused on the Moderating Effect of SNS Type  

Kwon, Ki Chol (Division of Business Consulting, Daejeon University)
Kim, Hyun Ah (Division of Business Consulting, Daejeon University)
Seo, Young Wook (Division of Business Consulting, Daejeon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.12, 2020 , pp. 120-130 More about this Journal
Abstract
This study examined the effects of perceived value (functional value, social value) and stress (complexity, insecurity) on continuous intention in SNS. In particular, this study examined the direct and indirect impacts of SNS type on the intention of continuing to use SNS. The research model was tested for 461 respondents that used SNS. SPSS 21.0 and PLS 2.0 techniques were used to perform reliability, feasibility, path and hierarchical regression analysis. The summary of the research results is as follows. First, the results indicate that functional value and social value have positive effects on satisfaction. Second, the results indicate that complexity had a negative effect on satisfaction. Third, the results indicate that insecurity and satisfaction have positive effects on continuous intention. Fourth, the results indicate that SNS type had a negative effect on continuous intention. Fifth, it was shown that SNS type had a moderating effect in the relationship between insecurity and continuous intention. Specifically, Insecurity had a stronger effect on continuous intention at closed-type SNS than open-type SNS. These findings suggest that closed-type SNS companies will have to address the anxiety of SNS users by providing various items and system devices.
Keywords
Functional Value; Social Value; Complexity; Insecurity; Satisfaction; SNS Type; Continuous Intention;
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Times Cited By KSCI : 6  (Citation Analysis)
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