• 문화기술의 융합
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• 제4권2호
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• pp.97-105
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• 2018

본 연구에서는 페이스북 접속동기가 페이스북 사용후 대인관계 변화와 페이스북의 지속적 사용의도에 어떻게 영향을 미치는 지를 알아보고자 하였다. 이러한 목적으로 부산 및 경남지역 대학생 420명을 대상으로 설문조사를 실시하였다. 본 연구를 통하여 확인된 주요결과는 다음과 같다. 첫째, 관계유지를 위한 페이스북 접속동기와 사회적 압력에 의한 페이스북 접속동기가 페이스북 사용후 대인관계변화에 정적인 영향을 미치는 것으로 나타났다. 둘째, 습관적 이용에 의한 페이스북 접속동기가 페이스북의 지속적 사용의도에 정적인 영향을 미치는 것으로 나타났다. 셋째, 관계유지를 위한 페이스북 접속동기와 사회적 압력에 의한 페이스북 접속동기가 사용후 대인관계의 변화를 통하여 간접적으로 페이스북의 지속적 사용의도에 영향을 미치는 것으로 나타났다. 본 연구는 관계유지를 위한 페이스북 접속동기와 사회적 압력에 의한 페이스북 접속동기가 페이스북 사용후 대인관계변화를 유발하는 요인으로서 작용할 수 있으며, 관계유지를 위한 페이스북 접속동기와 사회적 압력에 의한 페이스북 접속동기가 페이스북 사용후 대인관계를 변화시켜 페이스북을 지속적으로 사용하게 됨을 밝혔다는 데에 연구의 의의가 있다.

• 한국정보시스템학회지:정보시스템연구
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• 제21권2호
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• pp.97-114
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• 2012

Given the rapid growth of social network services (SNS) such as Facebook and Cyworld, it is important to understand SNS users' decision-making processes such as purchasing and continuance intention. Especially, as a number of SNS providers such as Cyworld and Habbo Hotel recognize the sales of digital items as the main source of their profits, it is critical to in-depth understand SNS users' purchasing behaviors. In this regard, this study explores continued usage behaviors and purchase behaviors of digital items in an SNS environment using a longitudinal research method. This paper develops a theoretical model to deeply understand the key drivers of purchase behavior of digital items through constructs prescribed by two established research streams on information systems, namely continuance usage and habitual usage. Moreover, this study examines the effects of actual and ideal self-image congruity on SNS continuance intention and habit. The research model was tested by using survey data collected from 307 users who have experience with Cyworld. The analysis results show that SNS actual usage directly influence purchase behavior of digital items. SNS users' continuance intention and habit are key drivers to enhance the level of actual usage of the SNS. Both actual and ideal self-image congruity play a key role in enhancing continuance usage and habitual usage. The implication of research and discussions provides reference for SNS providers in marketing and IT strategy.

• Asia pacific journal of information systems
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• 제22권3호
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• pp.1-27
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• 2012

Many companies have recently become interested in using social networking sites such as Twitter and Facebook as a new channel to communicate with their customers. For example, companies often offer "special deals" (e.g., coupons, discounts, free samples, etc.) to their customers who participate in promotions or events on social networking sites. Companies often make important announcements on their products or services on social networking sites. By doing so, customers are encouraged to continue to have relationships with companies on social networking sites and to recommend the companies' presence on social networking sites to other potential customers. Moreover, customers who keep close relationships with companies on social networking sites often provide the companies with valuable suggestions and feedback. For instance, Starbucks has more than 2 million followers on Twitter, and often receive suggestions and feedback for their product offerings and services from the followers on Twitter. Although companies realize potential benefits of using social networking sites as a channel to communicate with their customers, it appears that many companies have difficulty forging long-lasting relationships with customers on social networking sites. It is often reported that many customers who had followed companies on Twitter later stopped following them for various reasons. Therefore, it is an important issue to understand what motivates customers to continue to keep relationships with companies on social networking sites. Nonetheless, due attention has yet paid to this issue until recently. This study intends to contribute to our understanding on customers' intention to continue to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Specifically, we identify seven potential factors that customers perceive as important in evaluating their experience with companies on Twitter. The seven factors include similarity, receptivity, interactivity, ubiquitous connectivity, enjoyment, usefulness and transparency. We posit that the seven perception factors can affect the two types of satisfaction, emotional and cognitive, which can in turn influence on customers' intention to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Research hypotheses formulated in this study were tested with data collected from a questionnaire survey administered to customers who had been following companies on Twitter. The data was analyzed with the partial least square (PLS) approach to structural equation modeling. The results of data analysis based on 177 usable responses were generally supportive of our predictions for the effects of the seven factors identified and the two types of satisfaction. In particular, out results suggest that emotional satisfaction was strongly influenced by perceived similarity, perceived receptivity, perceived enjoyment, and perceived transparency. Cognitive satisfaction was significantly influenced by perceived similarity, perceived interactivity, perceived enjoyment, and perceived transparency. While cognitive satisfaction was found to have significant and positive effects on both continued following and word-of-mouth intentions, emotional satisfaction had a significant and positive effect only on word-of-mouth intention.