소셜네트워크서비스에서 지식공유에 대한 속성신뢰의 매개효과

다국어 초록 (Multilingual Abstract)

Social networking sites which have been using to communicate and build interpersonal relationships become communities for sharing knowledge among individuals. Social network services (hereafter called SNS) enable individuals to globally share knowledge beyond among organizational employees and business partners. Swift trust plays a critical role in diffusing knowledge sharing among individuals who met at first time in the SNS. Swift trust was introduced to explain a unique form of trust which is fragile, easily broken and resilient in temporary teams by Meyerson et al. (1996). In this paper, we defined the swift trust in SNS as a thin form of trust which is characterized as fragility and resilience based on weak ties among individuals who met at first time in SNS. This study aims to analyze mediating effects of swift trust between knowledge sharing and its antecedents in SNS. We proposed a structural equation model including knowledge sharing, personal characteristics and service characteristics as its antecedents, and swift trust. The research model involves reputation and altruismas personal characteristics and social presence, easy of use, and service usefulness as service characteristics. A total of eleven hypotheses were derived from the research model as follows: Hypothesis 1 (H1): Reputation is positively associated with swift trust in SNS. Hypothesis 2 (H2): Altruism is positively associated with swift trust in SNS. Hypothesis 3 (H3): Social presence is positively associated with swift trust in SNS. Hypothesis 4 (H4): Perceived easy of use is positively associated with swift trust in SNS. Hypothesis 5 (H5): Perceived service usefulness is positively associated with swift trust in SNS.Hypothesis 6 (H6): Swift trust is positively associated with knowledge sharing in SNS. Hypothesis 7a (H7a): Swift trust plays a role of mediation between reputation and knowledge sharing in SNS. Hypothesis 7b (H7b): Swift trust plays a role of mediation between altruism and knowledge sharing in SNS. Hypothesis 8a (H8a): Swift trust plays a role of mediation between social presence and knowledge sharing in SNS. Hypothesis 8b (H8b): Swift trust plays a role of mediation between perceived easy of use and knowledge sharing in SNS. Hypothesis 8b (H8b): Swift trust plays a role of mediation between perceived service usefulness and knowledge sharing in SNS. A total of 298 valid samples were collected from SNS users. All hypotheses except H2 and H7b were supported. Reputation has a positive influence on swift trust. Reputation also indirectly influences knowledge sharing through swift trust. Organizations operating social networking sites need to facilitate SNS users to build trust by offering opportunities to enhance their reputation to elicit their positive knowledge sharing. Service characteristics such as social presence, easy of use, and usefulness have a positive influence on swift trust, and also indirectly influence knowledge sharing through swift trust. Swift trust has a mediating effect between service characteristics and knowledge sharing. Organizations operating social networking sites can facilitate knowledge sharing by allowing the establishment of higher swift trust through enhancement of social presence, service usefulness, and easy of use. This study contributes to understanding of the mediating effect of swift trust on knowledge sharing in SNS and gives strategic guidelines to SNS operators. Further implications for theory and practice were discussed in this study.

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