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RISS 인기검색어
- 검색키워드
- 저자 : 유헌 ( Xuan Liu ) (검색결과 1 건)
- 무료
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- 유료
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SNS 이용자특성이 지속적 이용의도에 미치는 영향에 관한 실증연구: 중국 웨이신(微信) 이용자를 대상으로
유헌 ( Xuan Liu ),이성준 ( Sung Joon Lee ) 한국유통경영학회(구 한국유통정보학회) 2016 유통정보학회지 Vol.19 No.3
Purpose: With the rapid development of science and technology, SNS program has already acted as an inseparable character of people`s daily life. To meet people`s individual requirements, there has been a lot of SNS programs on the market now. With the purpose to find out what kind of factors have influence on SNS user`s intention of continuous use, this study is empirically to examine the intention of continuous use of SNS by China SNS users` through self-traits, usage motivation, usage behavior, particularly focused on China Wechat users. Research design, data, and methodology: The questionnaire developed through the literature search and questionnaires were distributed to Wechat users, 240 copies of questionnaire survey were used for data collecting and following substantial analysis. This collected data was analyzed by using SPSS 22.0 and Amos 22.0. Before testing the hypothesis, confirmatory factor analysis was conducted to test the construct validity of measurement items. Hypothesis about interaction effects between variable was verified using regression analysis. Results: According to the results of confirmatory factor analysis and convergent validity analysis, not only users` self-traits but also usage motivation have been found a positive effect on the usage behavior. Based on these points and following analysis, the result should that users` self-traits have a positive effect on usage motivation. And usage behavior also has been identified a positively effect on the intention of continuous use. Conclusions: Many studies regarding the intention of continuous use showed that deep structure usage and cognitive absorption can be considered as mediums which connecting usage motivation and intention of continuous use. Based on these previous studies, it has been found out that SNS usage behavior influenced on the intention of continuous use in a positive approach. Therefor, in order to increase Wechat`s intention of continuous use through usage behavior, explicit attention should be payed on users` self-traits and usage motivation.
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