• Journal of the Korea Society of Computer and Information
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• v.19 no.12
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• pp.287-298
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• 2014

This study is to identify how social capital is accumulated and used in SNS space, furthermore, is to examine the impact of structural and relational social capital on SNS user satisfaction, and continuous intention of information sharing. The empirical test showed that social interaction ties have a significant and positive impact on relational social capital(trust in SNS site, trust in SNS user, reciprocity). In addition, it was proven that trust in SNS site played a critical role in satisfying SNS user whereas trust in user and reciprocity was not related to SNS user satisfaction. Finally, trust in SNS site and reciprocity were proven to be key determinants of continuous information sharing intention, whereas trust in user was not related to continuous information sharing intention.

• Management & Information Systems Review
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• v.30 no.3
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• pp.85-105
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• 2011

The primary purpose of this study is to examine the effects of privacy concern on user's satisfaction and continuance intention in SNS. Based on relevant literature reviews, this study posits five characteristics, that is, privacy concern, perceived usefulness, perceived enjoyment, satisfaction, and continuance intention as key factors. And then we structured a research model and hypotheses about relationship between these variables. A total 298 usable survey responses of SNS users have been employed in the analysis. The major findings from the data analyses are as follows. Firstly, privacy concern had a significant influence upon perceived usefulness and enjoyment, however, privacy concern had not a significant influence upon satisfaction Secondly, perceived usefulness and enjoyment had a positive influence upon satisfaction. Lastly, user's perceived usefulness, perceived enjoyment, and satisfaction had significantly related to continuance intention in SNS. From this study, we expect to suggest practical and managerial implications to SNS providers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.11
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• pp.4994-5004
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• 2012

This paper aims at investigating voluntary user participation such as user citizenship behavior and aberrant user behavior in the SNS context. Also it examines on how user participation behavior affects social connectedness, privacy concern, and user satisfaction. The empirical assessment of the research model was conducted using a total of 143 responses. The findings show that user citizenship behavior impacts on social connectedness positively and significantly whereas aberrant user behavior does not influence on social connectedness. Aberrant user behavior is proven not to be related to social connectedness, and to has positive relationship with concern for privacy invasion. Also, the results show that privacy concern is not associated with social connectedness. Finally, social connectedness is shown to be a key determinant of SNS user satisfaction whereas privacy concern is not related to user satisfaction.

• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.450-461
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• 2016

This study set out to analyze the effects of user personality on the brand satisfaction and loyalty of SNS to identify factors influencing SNS usage. For that purpose, the study defined extraversion, curiosity, and self-esteem, three factors of Instagram user personality, as exogenous variables, focusing on Instagram, which has made a relatively sharp rise in the usage rate among many different SNS applications. With brand satisfaction and loyalty set as endogenous variables, the investigator introduced brand satisfaction as a mediating variable for the effects of extraversion, curiosity, and self-esteem on brand loyalty. A survey was conducted with Korean people with an experience of using Instagram, and total 396 questionnaires were used in final analysis. The findings show that all of three exogenous variables had positive (+) effects on brand satisfaction with extraversion and curiosity having positive (+) effects on brand loyalty, as well. And the findings demonstrate that brand satisfaction was a mediating variable and that curiosity was the personality factor that had the biggest influences on satisfaction and loyalty.

• 한국벤처창업학회:학술대회논문집
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• 2017.08a
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• pp.49-54
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• 2017

웹 기술의 발전과 스마트폰 이용자 수의 증가는 소비자와 기업 간의 관계를 혁신적으로 변화시키고 있다. 기업이나 공공기관들은 고객들과 커뮤니케이션 효과를 극대화 하기 위해 새로운 크로스미디어 플랫폼으로 등장한 소셜미디어를 적극적으로 활용하고 있다. 블로그, 페이스북, 인스타그램 등 더욱 다양하지고 변화의 속도가 빨라지는 소셜미디어 트렌드 속에서 기업들은 채널의 특성에 따라 어떠한 콘텐츠가 소비자에게 만족과 구매에 중요한 영향을 미치는지 체계적인 분석과 운영전략이 필요한 실정이다. 본 연구에서는 기업 마케팅의 활용 관점에서 블로그와 SNS 채널 특징에 따라 콘텐츠 유형의 만족도를 비교 분석하고, 이용자의 개인 특성에 따라 채널별로 어떠한 차이가 있는지에 관한 전략적 틀과 시사점을 제시하고자 한다. 이를 위해 소비자와 판매자 간의 커뮤니케이션 방법에 따라 소셜미디어 콘텐츠를 홍보성, 정보성, 소통성 유형으로 구분하여 블로그 페이스북, 인스타그램의 소셜미디어 채널별로 소비자 만족도를 조사하고자 한다. 또한, 인터넷 이용자의 개인 특성에 따라 선호하는 SNS 콘텐츠 유형이 다를 수 있음에 착안하여 SNS를 이용하는 사용자의 특성을 네 가지 형태로 분류하고 특성에 따른 만족도의 영향관계를 분석하였다. 본 연구 결과를 통해 다양한 소셜미디어 채널을 활용하고자 하는 기업들에게 효율적인 SNS 마케팅 전략구축 방안과 인터넷 이용자 특성을 고려한 콘텐츠 활용 방안에 대한 시사점을 제시하였다.

• Journal of Convergence for Information Technology
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• v.12 no.2
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• pp.1-16
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• 2022

Social network service (SNS) using mobile or web is growing rapidly, and the emergence of various platform services is causing innovative changes in social network service (SNS). This study is to identify the target relation factors of social network users and to empirically study the causal relationship of how much these factors affect user satisfaction through pleasure and self-efficacy. To present an effective and efficient development plan in. In order to empirically verify the research model of this study, a survey was conducted with the general public who had experience using social network services (SNS). Path analysis was performed. As a result, it was possible to verify the correlation of the object relational factors on user satisfaction through pleasure and self-efficacy.First, non-excluded had a significant effect on pleasure, but did not significantly affect self-efficacy. Second, stability attachment did not significantly affect both enjoyment and self-efficacy. Third, social ability did not significantly affect both enjoyment and self-efficacy. Fourth, self-centeredness did not have a significant effect on both enjoyment and self-efficacy. Fifth, pleasure had a significant effect on both self-efficacy and user satisfaction. Sixth, self-efficacy had a significant effect on user satisfaction.

• The Journal of the Korea Contents Association
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• v.16 no.12
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• pp.574-590
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• 2016

This research aims to examine the effects of various types of social comparison in SNS on users' life satisfaction. For this, this research posited four types of social comparison including upward contrast, upward identification, downward contrast and downward identification that might affect SNS users' life satisfaction. Several other factors including demographic variables, SNS usage time, offline social capital and social comparison orientation as control variables were taken into account and the moderating effects of social comparison orientation in the relationships between four types of social comparison and users' life satisfaction was also examined. An online survey was employed for collecting data and the date collected were analyzed with hierarchical regression analysis. The results showed that ages and marriage status have influences on SNS users' life satisfaction. It was proven that the degrees to which SNS users participate in family activities and club/group activities in which they are interested have correlations with their life satisfaction. The findings also revealed that only upward contrast and upward identification among four types of social comparison have influences on the life satisfaction and there is the moderating effect of social comparison orientation on the relationship between upward identification and life satisfaction. On the basis of the results, the necessity of new perspectives in understanding social comparison experience in SNS as compared to the existing literature were discussed.

• Journal of Digital Convergence
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• v.17 no.4
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• pp.355-364
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• 2019

The purpose of this study is to present the implications of analyzing users' market segmentation and characteristics based on the tourism SNS lovemarks experience. The results are as follows. First as a result of conducting factor analysis of tourism SNS lovemarks experience, five factors explained namely, mystery, sensuality, intimacy, trust, reputation. Second, as a result of conducting cluster analysis, four cluster groups were identified (reputation/sensuality centered experience group, high lovemarks experience group, intimacy centered experience group, low lovemarks experience group) and each characteristics were profiled. Third, as a result of Chi-square analysis and correspondence analysis, there was a difference in the characteristics of tourism SNS usage by cluster. Fourth, higher tourism SNS lovemarks experience segmented groups were more likely to recognize the degree of experiential value, satisfaction, behavioral intention.

• Journal of the Korea Society of Computer and Information
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• v.19 no.12
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• pp.299-307
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• 2014

Nowadays, SNS media has become one of the most common and economic communication methods in the modern word. With the rapid development of communication technology, a variety of SNS media makes easier for us to reach other people everywhere and people are getting more and more reliant on them. The surge in SNS media users and SNS media diversity gets more important every day, but academic research on SNS media evaluation program is scanty. In order to present an evaluation program on the SNS media, this study selected some applicable measurement factors based on reference research, and then evaluate major SNS medias by using AHP analysis method. With these purposes, Kakaotalk, Twitter and Facebook, are the three major SNS medias that were chosen for the analysis. Through collections and analysis of usability evaluation factors about SNS quality from related literature, some factors were concluded: system quality, information quality, interface quality and service quality, to build an AHP frame. And to achieve these purposes, this study applied comprehend mutual questionnaire survey for experts and users to gather research date. Empirical studies about the results were performed using AHP method with Microsoft Office Excel 2010. In this study, the final SNS media evaluation result is that Kakaotalk ranks first of the three SNS media, Facebook is in the second place, and Twitter as least. When SNS media are evaluated, system quality, information quality, interface quality and service quality should be considered. Among all factors, service quality is the most important.

• Journal of Digital Convergence
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• v.15 no.6
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• pp.155-164
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• 2017

The purpose of this study is to analyze the similarities and differences between motivation and usage according to morphological differences between Facebook and Instagram. The formative differentiation of third-generation SNS such as intuitive image and limited network poses the necessity of recognizing individual service users as distinct groups in SNS research. Therefore, this study was conducted to analyze the differences of motivation and usage, according to the motivation of using Facebook and Instagram by 255 university students. As a result, 7 factors were found as motivation for SNS use, and there were therein motivational differences between Facebook and Instagram users. This study is expected to contribute to the prediction of user's attitude change according to the morphological evolution of SNS in the future, and to expand the application to such related fusion research as GUI design and corporate PR marketing.