• 한국콘텐츠학회논문지
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• 제16권5호
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• pp.259-268
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• 2016

본 연구에서는 SNS상에서의 상호작용에 영향을 미치는 선행요인으로 SNS상에서 지각한 사회적 지지의 역할을 분석하고자 하였다. 또한 SNS 커뮤니케이션에서의 정보 진정성에 주목하여, SNS상에서의 상호작용 정도와 지각된 정보 진정성의 관계를 정보 제공자 입장에서 살펴보고자 하였다. 연구결과 SNS상에서 사회적 지지를 많이 느낄수록 SNS상에 자신을 드러내고자 하는 정체성 표현 욕구는 증가하였으며(가설 1), 이러한 정체성 표현욕구는 다시 SNS상에서의 상호작용을 촉진시켜 상호작용 정도를 높이는 것으로 나타났다(가설 2). 가설 3의 검증에서는 SNS상에서 지각한 높은 사회적 지지감이 SNS상에서의 상호작용을 긍정적으로 촉진하는 것으로 나타났으며, 가설 4에서는 SNS상에서 상호작용 정도가 높을수록 자기가 제공하는 정보에 대해 다른 사람들이 지각하는 진정성 수준도 높게 기대하는 것으로 확인되었다.

• International Journal of Human Ecology
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• 제16권2호
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• pp.11-20
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• 2015

The purpose of this study was to examine the effects of the construal level and temporal distance of a message and consumer's Social Network Service (SNS) self-efficacy on consumers' attitudes toward SNS fashion advertising. This study employed a 2 (message configuration: high construal level/low construal level) ${\times}$ 2 (temporal distance: distant future/near future) ${\times}$ 2 (SNS self-efficacy: high/low) between-subject factorial design. The survey was conducted on Facebook users in their twenties (N=216). The results are as follows: First, attitude toward SNS fashion advertising and purchase intention was higher when the message construal level was lower and when the temporal distance was closer. Second, no interactions between temporal distance and message construal level for attitude toward SNS advertising and purchase intention were found in this study. However, interactions between temporal distance and SNS self-efficacy for attitude toward SNS advertising and purchase intention were found. When the SNS self-efficacy was high, message with the low construal level reacted significantly positive in terms of attitude toward the ad as well as purchase intention. It is expected that this study will provide insight for apparel makers or retailers to use SNS as a new advertising media for fashion marketing. Practical implications and limitations are discussed.

• 지식경영연구
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• 제15권3호
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• pp.121-140
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• 2014

Many firms have been utilizing SNSs such as Facebook and Twitter actively in order to boost interactions with customers that promote product and service innovations and effective marketing. Although positive outcomes of the customer interactions in SNSs are expected, there exist few studies on the effects of interactions between customers and firms in the SNS context. This study empirically examines how customer experiences in multi-dimensional interactions (i.e., pragmatic, sociability, usability, and hedonic interaction) in corporate SNSs influence customer trust in the firm, and how customer learning benefits are associated with firm benefits such as gaining customer trust. The results indicate that all four dimensions of customer interactions in SNSs have significant effects on customer learning benefits, which in turn significantly influence customer trust in the firm. Meanwhile, the results reveal that there are also direct relationships between specific dimensions of customer interactions in SNSs and the two dimensions of customer trust (i.e., ability-based and benevolence/integrity-based). Based on the findings, this study diagnoses the status of corporate SNSs in terms of collaboration with customers and provides practical implications for firms which attempt to capitalize on the multi-dimensional customer interactions in SNSs and to facilitate innovative activities with customers.

• 한국콘텐츠학회논문지
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• 제20권1호
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• pp.16-24
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• 2020

본 연구는 이용과 충족 이론을 기반으로 소셜네트워크 서비스인 SNS 내에서 이루어지는 스토리텔링 요인이 소비자의 반응에 어떠한 영향을 미치는가를 파악하기 위한 목적으로 수행되었다. 본 연구는 수도권 대학교에 재학중인 대학생 120명을 대상으로 분석을 실시하였다. 분석결과는 다음과 같다. 첫째, 스토리텔링 요인 중 관련성과 진실성은 명확성에 정(+)적인 영향을 미치는 것으로 나타났다. 둘째, 진실성만이 미디어 인물과의 정서적 애착 관계를 가지는 준사회적상호작용에 정(+)적인 영향을 미치는 것으로 나타났다. 셋째, 준사회적 상호작용은 콘텐츠 태도, 구전의도에 순차적으로 영향을 미치는 것으로 나타났다. 본 연구는 소비자 입장에서 SNS 스토리텔링이 미치는 영향에 관해 다룬 연구로 스토리텔링 측면에서 SNS 전달방식이 강화되어야 하는 구성요인을 규명함과 동시에, 소비자와 준사회적상호작용을 증가시킴으로써 콘텐츠 태도와 구전 의도를 높일 수 있다는 실무적 시사점을 제공하고 있다.

• 한국컴퓨터정보학회:학술대회논문집
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• 한국컴퓨터정보학회 2013년도 제48차 하계학술발표논문집 21권2호
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• pp.321-323
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• 2013

Supporting communications among users, Social Network has encouraged various information flows through relationships among them. This paper studies on mentality or attitude of Social Network Services (SNS for short) users, on the basis of Technology Acceptance Model (TAM for short) and then proposes so-called TAMS, Technology Acceptance Model for Social Network Services. SNS users make full use of SNS as channels in order to create, expand, and obtain some information related to personal concerns. We will research on how the benefits that users get by using SNS exert influence on user-perceived usability. The SNS-using benefits focus on relationship benefits that are formed by interactions among users. Provided that perceived usability affects mental or informational benefits according to involvement of SNS users, we will check how perceived usability or ease of use is connected to brand attitude.

• Journal of Contemporary Eastern Asia
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• 제14권1호
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• pp.5-22
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• 2015

This study examines how different uses of social network sites (SNS) and mobile phones (MP) to communicate with friends and business associates are related to the acquisition of job-related information, job mobility, and entrepreneurial intentions, using social capital as its main theoretical lens. To this end, a nationally representative, random digit dialing (RDD) survey was conducted in Singapore. Path analyses show that SNS interactions with friends are positively related to both bonding and bridging social capital. The former is linked with greater job mobility, the latter with entrepreneurship, and both are associated with more job-related information. SNS interactions with business contacts are directly positively related to job-related information and entrepreneurship. For mobile phones, interactions with friends are positively related to social capital, job information and entrepreneurship. Professional networking is associated with more bridging social capital, job information and job mobility. Bonding capital is found to be linked with greater job mobility, while bridging capital has a positive relationship with both entrepreneurship and job mobility.

• 한국IT서비스학회지
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• 제15권1호
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• pp.211-226
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• 2016

Most of the SNS users argue that they feel techno-stress or digital fatigue when they use SNS. As the relationships in the SNS expand, users may feel work overload, digital fatigue, and techno-stress which are caused by the time and effort for the retaining the existing relationships established via SNS. The SNS activities require users' time and effort to update their profiles and the current news of them, responding to online friends' contents. Thus, more relationships they have, more stress they can feel. This study tries to examine the key factors that can affect subjective well-being of individuals in Social Network Service (SNS) usage. Therefore, this study, based on the previous literature, investigates what the sources of SNS stress are and how SNS stress and flow affect subjective well-being of SNS users. Major findings of this study from an empirical analysis with 201 SNS user respondents who have accessed SNS at least one time within one month are as follows. First, perceived opportunity cost and reputation recognition in SNS usage were found to have significant effects on negative emotion. Second, individual's flow in SNS was significantly affected by challenges and interactions, and had a significant impact on positive emotion. However, SNS users' flow did not show a positive relationship with their satisfaction of life. This study contributes to the expansion of theoretical discussion about the effect of individual's SNS usage on quality of life in validating whether SNS usage can bring individuals subjective well-being. Implications of the study findings and future research directions are also discussed.

• 디지털산업정보학회논문지
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• 제10권4호
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• pp.237-249
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• 2014

The technological advances within the Internet industry have led to a revolution in terms of how people communicate with each other. For example, users are no longer limited to using face to face interactions to connect and communicate with their peers but can use email, instant messaging and more. A recent trend that researchers are observing is the adaption of SNS. SNS such as facebook and myspace has been a dominant global trend and has grown dramatically in the past 5 years. The purpose of this study was to test SNS usage motivations influencing the user satisfaction. The research model was developed based on literature review. SNS usage motivations consist of five factors: expression, relationship formation, social exchange, information seeking, trend. 189 questionnaires were used for the main part of regression analysis. The analysis results revealed that relationship formation, social exchange and information seeking were very significant factors influencing the user satisfaction. Especially, social exchange was the most significant factor. We can prospect that importance of user satisfaction on SNS usage motivations is more and more increasing in the future.

• 유통과학연구
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• 제14권10호
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• pp.165-178
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• 2016

Purpose - This study aims to empirically verify the impact of media richness, social presence, and prior life satisfaction on various continual usage or withdrawal behaviors of SNS users via both a positive path of satisfaction and a negative path of relative deprivation. By identifying these causal paths, we observe dynamic interactions of SNS user psychology in a balanced view, and provide some implications about design principles for SNS providers. Research design, data, and methodology - We developed 16 hypothesis based on media richness theory, social presence theory, social comparison theory, the literature about relative deprivation, and the literature about the various reactions of IS users. The rich SNS media, social presence recognition among peer SNS users, and prior life satisfaction could generate positive experience, attitude, and virtuous behavioral intentions among SNS users. At the same time, rich media, low social presence, and low prior life satisfaction could generate relative deprivation and could increase withdrawal behavioral intentions such as refusal to provide information, misrepresentation of information, and removal of uploaded information in SNS. Scenario surveys were conducted to collect data from potential SNS users. Data from 357 surveys were collected and analyzed through a PLS algorithm to test the hypotheses. Results - Media richness, social presence, and prior life satisfaction could significantly increase perceived enjoyment, satisfaction, and behavioral intention of continual usage and knowledge sharing. They also could significantly decrease refusal and misrepresentation intention. Relative deprivation is significantly decreased only by prior life satisfaction. Relative deprivation could not significantly decrease satisfaction, but it could significantly increase misrepresentation and removal intention, which could be regarded as information distortion intention. Conclusions - SNS providers should focus on developing rich media and social presence support because these two variables could impact the positive experiences of SNS users. Moreover, the positive experiences could heavily influence SNS user behavior. Some management is needed to prevent relative deprivation and its consequences of misrepresentation and removal intention. SNS providers should prevent SNS users from excessive image misrepresentation and removal as this information distortion could be the source of relative deprivation.

• CRM연구
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• 제4권2호
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• pp.31-41
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• 2011

소셜네트워크(Social Network)는 전세계 사용자간의 커뮤니케이션을 지원함으로써 이용자들간의 관계형성을 통해 다양한 정보의 흐름을 유도하고 있다. 이를 통해 사용자는 다양한 혜택을 누리고 있으며 이는 우리사회에 커다란 영향력을 미치고 있다. 본 연구의 목적은 소셜네트워크 서비스(SNS) 이용자의 SNS 이용 심리 및 태도를 Davis의 기술수용모델(TAM)에 근거하여 연구하고자 한다. SNS 이용자들은 개인의 관심분야와 관련하여 다양한 정보를 생산하고, 확산하고, 획득하는 채널로서 SNS를 활용하고 있으며 이러한 활동에 따른 SNS 이용혜택이 소비자의 지각된 유용성에 어떻게 영향을 미치는지에 중점을 두고 살펴보고자 한다. 본 연구의 SNS 이용자 혜택은 SNS의 다양한 혜택 중에서도 이용자들 간의 상호작용을 통해 형성되는 관계혜택에 초점을 두고 있으며 이러한 소비자의 관계혜택 중 소비자가 느끼는 심리적 혜택과 정보적 혜택은 SNS이용자의 관여도에 따라 지각된 유용성이 다르게 영향을 미칠 것이라는 가정 하에 이와 관련한 지각된 유용성과 지각된 용이성이 브랜드 태도에 어떻게 연결되는지를 살펴보고자 한다.