• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.855-863
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• 2020

The purpose of this study is to investigate the impacts of two different kinds of interactivity, such as user-to-user and user-to-media interaction, on the relationship between SNS motivation and online word of mouth (WOM). An online survey was conducted with SNS users in Korea. Using the convenience-sampling method, 300 surveys were collected and 295 were used in the actual analysis after excluding data with careless responses or missing values. Hypotheses were tested using Structure Equation Model (SEM) and path analysis by using AMOS22. The results indicate that four different SNS motivations (self-expression, relational, fun, and browsing motivation) have a partially significant positive effect on perceived user-to-user and user-to-media interaction in SNS. Although both user-to-user interactivity and user-to-media interactivity were found to have a significant effect on online word of mouth, by comparing the standardized regression coefficients in these relationships, it was found that user-to-user interactivity has a greater effect on online WOM than user-to-media interactivity. These results show that the motivated SNS users want to express their desire to communicate with other users in contrast than their desire to learn media functions when motivated SNS users reveal their personalities, knowledge, and abilities. Theoretical and managerial implications are discussed.

• The Journal of Information Systems
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• v.25 no.3
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• pp.1-30
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• 2016

Purpose The purpose of this study is to grasp the factors influencing domestic SNS users' privacy protection behavior and verify their relationship through self-efficacy and responsiveness. Thus, this study tries to suggest efficient and effective measures for SNS personal information protection. Design/methodology/approach To this end, with main variables of the protection motivation theory based on the assumption that when users are exposed to the threat to their health, they would have protection motivation and change their behavior of protecting their health, a research model was suggested. In addition, in order to empirically verify the research model, a survey was performed targeting general college students having the experience of using SNS. Findings As a result of the analysis, first, perceived effectiveness and self-efficacy had a positive effect on responsiveness. Second, perceived barrier had a positive effect on self-efficacy. Third, self-efficacy and responsiveness had a positive effect on privacy protection behavior. This study is expected to contribute to establishing an effective guideline for measures that could induce SNS users' privacy protection behavior.

• Journal of Digital Contents Society
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• v.12 no.3
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• pp.383-390
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• 2011

The purpose of this study was to examine major motivations for using SNSs and the effect of them on SNS participation. In order to address the research questions, 253 undergraduate and graduate students participated. Results of the study were summarized as follows. First, Cyworld was mainly used followed by Facebook and Twitter. Most of the respondents had access to SNSs via smart devices. The average frequency of SNS use was 1-3 times a day and they used them less than 30 minutes a time. The reasons why they started to use SNSs were mainly to follow current trends, maintain friendship, and accept acquaintances recommendations. Second, the result of component analysis derived four primarily underlying dimensions related to SNS use; self-satisfaction, social interaction, recreation, and information seeking. Third, both self-satisfaction and social interaction motivation had significant correlation with SNS participation. The results of multiple regression analysis showed that self motivation was more influential on active participation than social interaction and information seeking motivation.

• 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 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.

• 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.

• Journal of Information Technology Services
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• v.14 no.2
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• pp.355-373
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• 2015

Social networking services (SNSs) serve to strengthen people's social relationships by providing ways for people to utilize such relationships especially like workplace. With the development of the internet worldwide, the number of SNS users is rapidly growing and a wider range of service types have become available. In this study, we designed a research model with a focus on what makes people use SNSs at workplace and how it is associated with changes in relationship quality and their intention to continue using the services and analyzed data collected for the research model. Theoretically, intrinsic and extrinsic motivation was invoked and measured, in terms of hedonic and utilitarian values, and satisfaction and trust were adopted as variables of relationship quality. Data were collected from Facebook users using workplace, and a partial least squares (PLS) analysis was made on 188 data points. The analysis results showed that two forms of motivation-hedonic and utilitarian-are separated from each other in their influence and that utilitarian value is more important than hedonic value, especially when it comes to users' satisfaction. In addition, the analysis found a weak relationship between satisfaction and trust in SNS environments; this was a little different from the results of previous studies.

• Korean journal of communication and information
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• v.60
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• pp.150-171
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• 2012

According to the result of the online survey of SNS users, SNS users' use motivations consist of 'information', 'participation', and 'interaction'. SNS use motivations explain characteristics of an individual SNS very well. SNS users that aim to collect information use much more the SNS for communication like 'Twitter' and 'Me2day' than other SNS. SNS users that aim to participate in communication through SNS use much more 'Cyworld' that is joined by the most subscriber. And SNS users that aim to interact with other users use much more the SNS for network like 'Facebook' and 'Cyworld'. This tendency can also be seen in the use hours and access times of SNS by SNS use motivations. Meanwhile, the SNS Users that aim to collect information and interact with other users positively rate SNS messages. On the other hand, the SNS Users that aim to participate in communication through SNS negatively rate those. This confirms that SNS use motivations affect SNS users' recognition of SNS messages.

• The Journal of Information Systems
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• v.27 no.1
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• pp.67-88
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• 2018

Purpose The purpose of this study is to verify motivations of corporate Facebook usage and to examine the impacts of usage motivations on brand attachment, trust and loyalty. Design/methodology/approach A conceptual model is developed based on Self-determination theory(SDT) and the previous studies. We conducted a web survey with a convenient sample of 121 Facebook users who clicked "Like" button on the corporate Facebook pages. Findings The followings are the findings of the study. First, intrinsic motivation(Entertainment) turned out to have positive effects on brand attachment. Second, extrinsic motivation(information exchange) turned out to have positive effects on brand trust. Third, brand attachment turned out to have positive effects on brand loyalty. These findings provide a valuable basis for constructing an explanatory model for "Like"-clicking behaviors of corporate's Facebook community platform users, as well as making significant practical contributions to enhance social and commercial benefits for businesses and individuals.