• Fashion & Textile Research Journal
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• v.16 no.6
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• pp.908-920
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• 2014

As social networking service (SNS) users' needs and wants have become more diverse, SNS is designed to provide various services and functions. As a result, an image based SNS with the purpose of sharing various interests has emerged. More and more fashion companies are using image based SNS to use it as a medium to better communicate with their customers. This study investigates the effect of usage motivation of image based SNS with the emotion of pleasure as the mediator and its impact towards flow and brand attitude. In order to verify the research model and to test the proposed hypotheses, we conducted a pilot test on 8 image based SNS heavy users, and followed through with 215 questionnaires which were collected via online survey. The results of this study are as follows. Each usage motivation of image based SNS had significant effect on each pleasure. The visual impact had a positive effect on sensory pleasure and the common interest significantly influenced on user's affective preference. Curating, simplicity and interconnecting had a positive effect on cognitive pleasure. Affective and cognitive pleasures except sensory pleasure positively impacted the user on flow. The cognitive pleasure had a positive effect on the brand attitude. Lastly, flow had a positive effect on the brand attitude. This study is the foundation of the image based SNS academically in the new media research. Furthermore, it suggests managerial implications of a company to provide effective marketing strategy to make the best use of image based SNS.

• The Journal of Korean Association of Computer Education
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• v.18 no.5
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• pp.35-44
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• 2015

The purpose of this study was to explore predicting the factors affecting knowledge sharing behavior in SNS based learning community. Besides, participative motivation, openness to diversity, and knowledge sharing intention were included as predictors for this study. In addition, this study investigated the mediating role of knowledge sharing intention between participative motivation, openness to diversity and knowledge sharing behavior. 81 people in SNS based learning community participated in this study. Data collected were analyzed by correlation analysis, regression analysis and Baron & Kenny's(1986) mediation analysis. Results from this study, knowledge sharing intention and activity-oriented motivation predicted knowledge sharing behavior. In addition, knowledge sharing intention mediated among activity-oriented motivation, openness to diversity and knowledge sharing behavior.

• The Journal of Information Systems
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• v.22 no.1
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• pp.65-87
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• 2013

The development and expansion of communication technology in the field of information technology (IT) have changed the method and culture of communication, mediating communication among people. In particular, since social network service (SNS) has the attributes of information delivery and processing, it has a more powerful dissipating effect and influence than other existing communication methods. The role of users in SNS is important because it has the communication structure of producer-consumer, which consists of sharing, connection and participation of users. In this line, the purpose of this study is to investigate the intention for continued use of SNS by user ability. In order to explain the motivation and behavior for continued use of SNS by users, this study employed the motivation theory and post-adaptation model. The study applied 'media literacy' to the characteristics of SNS media and environment and expanded it into the concept of 'SNS literacy' to identify the moderating effect by user ability. Referred to as 'user's ability that is required to use SNS,' the SNS literacy was verified for its moderating effect with the three sub-dimensions: 'technical accessing ability,' 'understanding ability' and 'creative ability.' The major findings of this study are as follows. First, the perceived usefulness and playfulness were found to have a significant effect on the intention for continued use of SNS, showing the same result with previous studies on technology acceptance. In other words, usefulness and playfulness are variables with an explanatory power in the SNS environment as well. Second, the conceptualization of SNS literacy with accessing ability, understanding ability and creative ability was found to be valid. Third, it was verified that there was a significant difference in the SNS literacy between perceived usefulness and continued use, indicating that users with higher ability respond sensitively to usefulness and affect continued behavior. The moderating effect of SNS literacy was also verified in the relationship between perceived playfulness and intention for continued use. The results above confirm the difference in post-adaptation behavior of individuals, and are expected to provide several implications.

• Journal of Information Technology Applications and Management
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• v.20 no.3
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• pp.31-42
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• 2013

With a focus on Facebook, the most popular social network service (SNS), this research tried to find out which type of motivation makes users to spend more time on the SNS and in the same vein, which type of motivation makes users to believe that they will continue to use the SNS. The result shows that the need for play (entertaining) and image as social reputation affect the current amount of use, while the needs for information search, building relationship, and entertainment would make them continue to use.

• Asia Marketing Journal
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• v.25 no.3
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• pp.126-147
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• 2023

This study investigates the effects of the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including intentions of revisit and recommendation. Increased satisfaction also enhances subjective QOL and omnivorous cultural engagement among art museum visitors, implying promising collaboration among cultural arts institutions. The findings have both theoretical and practical implications for enhancing visitor experiences and promoting diverse cultural engagement. Limitations and future research directions are also discussed.

• Journal of the Korean Applied Science and Technology
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• v.40 no.4
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• pp.825-842
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• 2023

This study conducted a survey to analyze the influence of the consumer-brand interaction and the consumer-brand relationship on motivation and satisfaction based on the perceived age of men and women in their teens and 50s who subscribe to cosmetic brands through SNS accounts. For statistical processing of the collected data, frequency analysis, factor analysis, reliability analysis, regression analysis, and multiple regression analysis were performed with SPSS 21.0. The perceived age of the subjects was classified into 'perceived lower group', 'perceived middle group', and 'perceived higher group' according to the difference between the age perceived by others and the age perceived by themselves. In the three groups, the consumer-brand interaction and the consumer-brand relationship showed a meaningful positive relationship with motivation, and the consumer-brand relationship was found to be a major variable explaining 'attractive' among motivation. In the three groups, the consumer-brand interaction and the consumer-brand relationship showed a significant positive relationship with satisfaction, and the consumer-brand relationship appeared as a major variable explaining satisfaction. Therefore, the conclusion of this study is that by perceived age group, the consumer-brand interaction and the consumer-brand relationship have a positive effect on motivation and satisfaction. In particular, it was found that the consumer-brand relationship is a major variable in cosmetics motivation and satisfaction. As this study empirically analyzes the influence of age perceived on SNS on cosmetics brand marketing, it is considered to be a practical implication for establishing cosmetics sales strategy and basic data that can be used for marketing.

• The Journal of the Korea institute of electronic communication sciences
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• v.9 no.6
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• pp.657-664
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• 2014

This study is targeted at users of social networks to investigate motives, motives based on information exchange, network density, and reliability of information, recognizing network. Result motivation is a social network analysis of information-seeking motivation, social influence motivation, entertainment motivation, motivation network formation, respectively. Network density is also information seeking motivations, social influence motivation, entertainment showed differences in motivation, information about the reliability of the difference between the difference was in all the motivational factors.

• Informatization Policy
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• v.19 no.4
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• pp.46-62
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• 2012

This research intends to find factors to analyze users, non-users, and the relation between how many sites people use and the users' tendencies, in regards of social network services such as Facebook, Twitter, and Cyworld. The major results are as follows: firstly, the user group seems to be composed of people who are younger, have higher self-efficacy, and use smartphones, compared to the non-user group. Secondly, a single-site user group has lower motivation of 'expert search and expression' and a lower degree of personal tendency of innovation (novelty seeking and self-efficacy), compared to multiple-site user group. Thirdly, foreign SNS user groups have a higher degree of personal tendency of innovation and motivation of 'experts search and expression' than the Cyworld user group. On the other hand, the Cyworld user group seems to be affected by reference group in their use, while they have high motivation of 'connection'. In conclusion, there were significant relationships between personality and multiple SNS uses. Also, Cyworld users tended to use it for maintaining established relationships.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.17 no.1
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• pp.281-290
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• 2017

This study aims to determine how demographic characteristics and SNS use traits of audiences are different depending on preferred performance types such as pop music concert, musical; play, dancing and ballet. SNS use traits are as follows: duration of SNS use, average number of access to SNS account, average time of SNS use, SNS activity type, motivation for SNS use, preferable type of SNS, annual total number of performance watched, and method to gain performance information. Also, the study was conducted to get significant insights in designing marketing strategy using social network services. The results are as follows. First, the result of examining audience's demographic factors depending on preferred performance type showed meaningful differences in sex, age, marital status, form of family, academic level, job and monthly income of the audiences. Second, SNS use traits of the audiences according to preferred performance genres vary in duration of SNS use, average number of access to SNS account, average time of SNS use, SNS activity type, motivation for SNS use, method to gain performance information. These findings showed that demographic characteristics and SNS use traits needed to be classified more specifically based on genres. Additionally, marketing strategy using performance information, traits of contents and customers' patterns through SNS should be specifically developed based on specified target.

• Journal of The Korean Association of Information Education
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• v.17 no.1
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• pp.1-8
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• 2013

SNS is a social networking service that removes the barrier between cyber spaces and the real world and helps people who have common interests to have a two-way communication, manage their interpersonal relationships and share information. The domestic and international SNS markets have attained a steady growth, and their growth is being more accelerated in recent days. However, studies on SNS have just examined adults, and it's required to research the use of SNS and cyber behaviors via SNS among elementary and middle school students. This study attempted to analyze the relationship of the use of SNS, motivation of using SNS, the use of active SNS functions, SNS-dependent tendency and SNS awareness to cyber behaviors via SNS among elementary and middle school students. As a result, regardless of gender and grade, stealing private information was the most frequent activity and the frequency of 'contacting strangers' activity increased most rapidly with the usage time and grade. SNS dependency turned out to be the most highly correlated with the negative cyber behavior. Moreover, the difference of gender was not significant to the overall negative cyber behavior, whereas that of grade was.