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

• The Journal of the Institute of Internet, Broadcasting and Communication
• /
• v.16 no.3
• /
• pp.47-55
• /
• 2016

As smartphone was distributed widely usage of SNS is growing. Because of ots characteristics, SNS can sustain only when user uses SNS, users' intention to persist use of SNS is very important. Therefore in this study, psychological needs and immersion, the quality of SNS were chosen as impact variables to verify whether they affect the persistance of Facebook usage. A survey was conducted to 165 of Facebook user, and the result showed that compentence and relatedness significantly affeted immersino, and compentence and system quality significantly affected Facebook persistence.

• Information Systems Review
• /
• v.16 no.3
• /
• pp.135-160
• /
• 2014

Most Social Network Service (SNS) provide online chat, video and file sharing, blogging and others. Because of this advantage, people depend on SNS to communicate with others. However, recently SNS encourage people to reveal too much information broadly so SNS users are concerned about privacy invasion and data spill. They also feel fatigue in process of touching people they don't know while using SNSs. That is the reason why they attempt to switch from opened SNS to Closed SNS. Therefore, the purpose of this study is to empirically investigate and analyze the effect of the factors on the SNS users' switching behavior when using SNS. To accomplish this purpose, this research adopted "Push-Pull-Mooring (PPM)" framework. The PPM is proposed by population geologist, who used it to explain the incentives of demographic migration. Following PPM model, this research empirically examines the three categories of antecedents for SNS switching intention toward closed SNS: push (i.e., weak connection, privacy concern, relative complexity), pull (i.e., enjoyment, belongingness, peer influence), mooring (i.e., SNS fatigue, user resistance) factors. The survey was conducted for 285 users on SNS communities in Korea. The results of this study are as follows; First, wear connection and privacy concern are significantly related to SNS switching intention. Second, enjoyment and belongingness are significantly related to SNS switching intention. Finally, the results show that SNS fatigue has a moderating effect on the links between push factors and SNS switching Intention. Also, user resistance has a moderating effect on the links between pull factors and SNS switching Intention. These findings contribute to the SNS literature both theoretically and practically.

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

• Fashion & Textile Research Journal
• /
• v.16 no.6
• /
• pp.908-920
• /
• 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 Information Systems
• /
• v.26 no.4
• /
• pp.39-62
• /
• 2017

Purpose The purpose of this study is to investigate the factors which affect users' fatigue and reluctant intention of using a SNS. In particular, this study focused on the fatigue of SNS users, as the recent excessive use of SNS has led to negative effects such as invasion of privacy, addition and social overload. fatigue This research will explain how producing adverse effects by using SNS caused psychological and mental depression. Previous researches explained that mental fatigue associated with SNS is not simple one and it is complicated with various psychological factors. Considering this fact, this study introduced a behavioral economics concept and a social comparison theory in the research model. Design/methodology/approach For research purposes, this study developed research hypotheses in order to empirically examine the factors that affect SNS users' fatigue and reluctant intention. The empirical research was based on a poll done through 800 research candidates in the SNS fields and the final 451 responses were collected and used in statistical data analysis. The adaptability, trust, and validity to measurement model were verified and the structural relationship in the research model was analyzed through these 451 responses. Findings First of all, maintenance fatigue of SNS had a positive significant effect on coupling and fatigue of SNS and information privacy had a non-significant effect on fatigue. Second, coupling had a negative significant effect on rational inattention, however, perceived cost had a non-significant effect on rational inattention. Third, lateral/upward comparison had a positive significant on user's negative emotions. Meanwhile, user's negative emotions did not have a significant effect on rational inattention.

• CRM연구
• /
• v.4 no.2
• /
• pp.31-41
• /
• 2011

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 Communications and Networks
• /
• v.17 no.2
• /
• pp.118-125
• /
• 2015

In this paper, we propose a method to reduce mobile social network services (SNSs) traffic using a mobile integrated SNS gateway (MISG) to improve network communication performance between the mobile client and SNS servers. The gateway connects the client and SNS servers using the contents adapter and the web service adapter and helps to improve communication performance using its cache engine. An integrated SNS application, the user's client, communicates with the gateway server using integrated SNS protocol. In addition, the gateway can alert the client to new SNS contents because of the broker server implemented by the message queuing telemetry transport protocol. We design and develop the modules of the gateway server and the integrated SNS application. We then measure the performance of MISG in terms of content response time and describe the result of the experiment.

• Management & Information Systems Review
• /
• v.38 no.3
• /
• pp.97-112
• /
• 2019

Currently, in China, mobile live broadcasts are more popular compared to online live broadcasts. Accordingly, this research focused on Wanghong, SNS's flagship live broadcasting app. In other words, Wanghong refers to an internet celebrity who acts online on social network services (SNS) influencing many other people. This study specifically focused on one social network service and conducted a study on live app users. The study first analyzed the quality factors of an SNS to users using China's live app. Secondly, the research investigated in finding out the impact of quality on the satisfaction of live app users and how this affects the live app user's satisfaction on their intention of continuous use. Studies have shown that information quality, system quality, and social quality among SNS quality have a positive influence on live app user satisfaction. However, the quality of service and the quality of emotion was rejected by the hypothesis. Throughout this study, we hope to create an app that allows users to share more satisfying mobile images, thereby establishing various episodes holding beautiful places of their life on a real-time basis. It is hoped that live broadcasting businesses will spread a significant impact around the world. Finally, in the future, research on the study of collective comparison between Korea and China on SNS is believed to be meaningful.

• Journal of Digital Convergence
• /
• v.10 no.8
• /
• pp.135-148
• /
• 2012

This work is intended to investigate how the factors of enterprise mobile SNS affect user satisfaction and continuous use intention through technology acceptance model proposed by Davis. To achieve the purpose, this researcher explored Information Systems Success model proposed by DeLone & McLean, Technology Acceptance Model proposed by Davis, and Model after Acceptance, and on the basis of the investigation, performed a study. For the data of this work, 9 enterprises, each of which has more than 100 employees and is located in Seoul, were chosen, and a questionnaire survey was conducted on their 276 employees who experienced enterprise mobile SNS. As a data collection tool, a structured self-administered questionnaire was used. For data analysis, SPSS 18.0 and AMOS 18.0 were used for applying Structural Equation modelling. According to the results of this work, three factors of enterprise mobile SNS-systematic factor (system quality, information quality, and service quality), user factor (personal innovation and personal familiarity), social factor (social effects and social interaction)-affected user satisfaction and continuous use intention through perceived availability, perceived easiness, and perceived enjoyment. Also, it was found that the direction of effects matched a theoretical prediction. And, it was revealed that the decision variables and mediating variables significantly affected user satisfaction and continuous use intention. Theoretical and practical meanings were discussed for the study result, and some suggestions were made for the issues of this work and future studies.