• 한국조리학회지
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• 제21권1호
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• pp.159-173
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• 2015

본 연구는 SNS를 활용하여 자신의 이용목적에 부합하는 외식업체에 관한 정보를 확인하거나, 혹은 자신이 이용하고 싶은 외식업체에 관한 정보를 수집하고자하는 소비자를 대상으로 SNS 정보의 특성, SNS 사이트 특성, 정보유용성 그리고 방문의도 간의 영향관계를 확인하고자 하였다. 연구목적을 달성하기 위해 SNS 정보특성, SNS 사이트특성, 정보 유용성, 방문의도에 관하여 문헌고찰을 진행하였으며, 가설검정을 위해 실증 조사분석을 실시하였다. 분석결과는 다음과 같다. 1) SNS 정보특성인 정보의 신뢰성, 유희성, 중립성 요인은 정보유용성지각에 유의한 영향을 미치는 것으로 나타났으며, 특히 정보의 중립성요인이 상대적으로 높은 영향력을 미치는 것으로 나타났다. 2) SNS 사이트특성인 상호작용성, 이용용이성, 사이트신뢰성요인은 정보유용성지각에 유의한 영향을 미치는 것으로 나타났다. 특히 SNS 사이트 특성요인 중 상호작용성 요인이 상대적으로 높은 영향력을 미치는 것으로 나타났다. 3) SNS 사용자가 지각하는 정보유용성이 해당 업체의 방문의도에 미치는 영향관계를 확인한 결과, 유의한 영향을 미치는 것으로 나타났다.

• 지식경영연구
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• 제16권4호
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• pp.47-67
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• 2015

Present study investigates the impact of privacy concerns of SNS users on continued intention to use since the privacy infringement issue emerges when smartphone use has been increasingly prevalent. In particular, moderating effect of perceived usefulness and mediating effect of trust between privacy concerns and continued intention to use are further evaluated. Contrary to the expectation that users of SNS will resist to use SNS because of privacy concerns, the number of users of SNS is still growing exponentially. Current paradox might be explained by the intervening factors such as perceived usefulness and trust. The results verify the mediating role of trust and no moderating role of perceived usefulness. Finally, the practical implication for businesses who utilize SNS in their marketing strategy is discussed.

• 한국정보시스템학회지:정보시스템연구
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• 제22권1호
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• pp.65-87
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• 2013

The development and expansion of communication technology in the field of information technology (IT) have changed the method and culture of communication, mediating communication among people. In particular, since social network service (SNS) has the attributes of information delivery and processing, it has a more powerful dissipating effect and influence than other existing communication methods. The role of users in SNS is important because it has the communication structure of producer-consumer, which consists of sharing, connection and participation of users. In this line, the purpose of this study is to investigate the intention for continued use of SNS by user ability. In order to explain the motivation and behavior for continued use of SNS by users, this study employed the motivation theory and post-adaptation model. The study applied 'media literacy' to the characteristics of SNS media and environment and expanded it into the concept of 'SNS literacy' to identify the moderating effect by user ability. Referred to as 'user's ability that is required to use SNS,' the SNS literacy was verified for its moderating effect with the three sub-dimensions: 'technical accessing ability,' 'understanding ability' and 'creative ability.' The major findings of this study are as follows. First, the perceived usefulness and playfulness were found to have a significant effect on the intention for continued use of SNS, showing the same result with previous studies on technology acceptance. In other words, usefulness and playfulness are variables with an explanatory power in the SNS environment as well. Second, the conceptualization of SNS literacy with accessing ability, understanding ability and creative ability was found to be valid. Third, it was verified that there was a significant difference in the SNS literacy between perceived usefulness and continued use, indicating that users with higher ability respond sensitively to usefulness and affect continued behavior. The moderating effect of SNS literacy was also verified in the relationship between perceived playfulness and intention for continued use. The results above confirm the difference in post-adaptation behavior of individuals, and are expected to provide several implications.

• 복식
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• 제63권5호
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• pp.61-71
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• 2013

As an emerging e-retail model, private shopping malls are transforming the traditional retail systems. These malls are expanding in Europe and the United States and have recently arrived in Korea. This study investigates the relationships among the usefulness of SNS(Social Networking Sites), shopping values, and purchase intentions for fashion products in private shopping malls. The analysis was based on a survey of consumers, aged between 20 and 39, who recently purchased fashion products from a private shopping mall. Two hundred samples were used in the final analysis. The study employed descriptive statistics, Cronbach's alpha, confirmatory factor analysis, and structural equation modeling. The relationships among usefulness of SNS, shopping values, and purchase intentions was verified through structural equation modeling. More specifically, the usefulness of SNS significantly influenced the utilitarian shopping values as well as purchase intention of fashion products. Utilitarian shopping values, in turn, significantly influenced hedonic shopping values and purchase intention. Further, hedonic shopping values had a significant effect on purchase intention.

• 정보관리학회지
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• 제29권3호
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• pp.145-167
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• 2012

본 연구에서는 SNS에 대한 개인적 특성과 사용자 인지요인, 그리고 SNS 재사용 의도 간의 구조적 영향관계를 분석하고자 하였다. 이를 위해 SNS 사용자들을 대상으로 설문조사를 실시하고 SNS에 대한 자기효능감과 인지된 즐거움과 유용성, 사용 용이성 등의 사용자 인지요인이 SNS 재사용 의도에 미치는 영향을 분석하였다. 가설검증 결과, 자기효능감이 인지된 사용 용이성과 유용성, 그리고 인지된 즐거움에 각각 정(+)의 영향을 미치는 것으로 나타났다. 사용자 인지요인 간의 관계에서는 인지된 즐거움과 인지된 사용 용이성 모두 인지된 유용성에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 그리고 SNS에 대한 자기효능감과 인지된 즐거움, 그리고 인지된 유용성은 SNS 재사용 의도에 정(+)의 영향을 미치는 것으로 분석되었다. 이러한 분석결과를 토대로 본 연구에서는 SNS 재사용 의도에 관한 이론적 실천적 함의를 제시하였다.

• 유통과학연구
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• 제12권9호
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• pp.53-63
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• 2014

Purpose - The rapid spread of SNS and increase of SNS users have heralded great changes in the tourism industry. Therefore, this study focused on how SNS characteristics- usefulness, convenience, interactivity, and intimacy - influence diffusivity, reliability and, consequently, user's preference for tourist attractions. Research design, data, and methodology - This study is designed not only to collect data with a questionnaire survey but also to test hypotheses with SEM by SPSS 18.0 and AMOS 18.0. Results - Usefulness, interactivity, and intimacy positively affect diffusivity, whereas convenience does not positively affect diffusivity. In addition, intimacy has a negative influence on reliability. However, diffusivity and reliability have positive impacts on the preference for tourist places. Conclusions - Certain characteristics of SNS facilitates the spreading of SNS tourist information. Usability and interactivity have positive impacts on the reliance of tourist information. Better communication can enhance the reliance of travel information. The influence of spreading tourist information has a positive influence on its reliance. Extension and reliance can have positive effects on the preference for tourist attractions.

• 융합경영연구
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• 제11권2호
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• pp.33-46
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• 2023

Purpose: The purpose of this study is to analyze the relationship between characteristics of social media sites (SNS) and the intention of Pakistani tourists to visit South Korea while determining the role of usefulness, interestingness, and involvement of tourists. Research design, data and methodology: A research model was developed through the previous research, and the questioner-based survey was conducted on Pakistani tourists visiting Korea. The survey data was collected by following multiple hypotheses: the relationship between SNS tourism information and perception of SNS, the relationship between SNS perception and intention to visit, and adjustment of involvement in the relation between tourism information characteristics, and SNS perception. We used SPSS and AMOS24.0 statistical tools to analyze the hypothesis testing data. Results: Based on the data analysis, the study found that the characteristics of SNS have a positive effect on intention to visit via users' perception like usefulness and interestingness. The involvement has a moderating effect between SNS characteristics and users' perception. In the group with high involvement, the degree of influence of the quality factor of SNS on user perception was greater than in the group with low involvement. Conclusions: This study demonstrated that traveler's involvement has a moderating effect on the relationship between SNS characteristics and visit intention for Pakistani travelers visiting Korea. It shows that practitioners or researchers should establish and operate SNS strategies in consideration of user involvement.

• 한국정보시스템학회지:정보시스템연구
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• 제26권3호
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• pp.211-228
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• 2017

Purpose This study proposes a research model based on Expectation-Confirmation theory in order to investigate impacts of three variables(expectation confirmation, social interaction, and perceived usefulness) on continuous intention to uss SNS in MICE industry. Design/methodology/approach A survey approach was used in order to measure each latent variable in the research model. A total of 140 responses were collected from actual users of SNS in MICE industry. A structural equation modeling with SmartPLS 2.0 was conducted in order to analyze each relationship in the proposed research model. Findings The results indicated the expectation confirmation had a positive impact on the perceived usefulness, social interaction, and satisfaction. Second, perceived usefulness had a significant positive impact on satisfaction and continuous intention to use SNS in MICE industry. Thrid, social interaction had a positive influence on both satisfaction and continuous intention to use SNS in MICE industry. Finally, the relationship between satisfaction and continuous intention in SNS of MICE industry was fully supported.

• 복식문화연구
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• 제26권1호
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• pp.82-94
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• 2018

As the number of SNS(Weibo) users in China is growing rapidly, Chinese fashion brands are heavily dependent on SNSs as a fashion marketing communication tool. For this reason, the characteristics of SNS accounts and their influences on SNS users' responses need to be studied. Thus, the present study aimed to investigate the influences of the characteristics of Chinese fashion brands' SNS accounts(Weibo) on the perceived usefulness of and satisfaction with the SNS acount, and brand loyalty. Data were collected via a questionnaire survey of men and women living in Beijing or Shanghai aged from 18 to 49 with experience of SNSs(Weibo). After a pilot survey of 70 subjects, the preliminary questionnaire was revised and then translated into Chinese. The questionnaire translated into Chinese was back-translated into Korean to ensure the translation was correct. The final questionnaire was administered to 600 subjects. Exploratory and confirmatory factor analyses, reliability analysis, and structural equation model analysis were conducted for data analysis. The results of this study were as follows: Five factors were extracted for Weibo characteristics: interaction, information provision, information recency, information reliability, and information playfulness. The information reliability, information playfulness, and interaction of SNS accounts(Weibo) had significant influences on perceived usefulness. The information playfulness, information reliability, and information recency showed significant influences on satisfaction. The perceived usefulness exerted significant influences on satisfaction and brand loyalty. The satisfaction also had statistically significant influences on brand loyalty.

• 경영과정보연구
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• 제30권3호
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• pp.85-105
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• 2011

본 연구의 주목적은 SNS 이용자가 인지하는 프라이버시 염려도가 만족과 지속 이용의도에 미치는 영향관계를 실증적으로 규명해 보는 것이다. 본 연구의 목적을 달성하기 위하여 관련 선행문헌에 관한 고찰 결과를 토대로 프라이버시 염려도, 지각된 유용성, 지각된 즐거움, 만족, 지속사용의도 등 다섯 가지 특성요인을 도출하여 연구모델을 구성하였고, 이들 특성요인 간의 상호 영향관계에 관한 연구가설을 수립하였다. SNS 이용자 298명을 대상으로 수집한 자료를 토대로 실시한 실증분석 결과를 요약해 보면 다음과 같다. 첫째, SNS 이용자의 프라이버시 염려도는 지각된 유용성과 지각된 즐거움에는 유의한 영향을 미치는 반면 만족에는 별다른 영향을 미치지 못하는 것으로 밝혀졌다. 둘째, SNS 이용자가 인지하는 지각된 유용성과 지각된 놀이성은 사용자 만족에 모두 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로, SNS에 대한 이용자의 지각된 유용성 및 즐거움, 만족 모두는 지속사용의도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 연구결과를 통해 향후 SNS 서비스 운영자에게 실무적, 관리적 측면에 시사점을 제공해 줄 수 있을 것으로 기대된다.