한국과 중국 SNS 이용자의 지속적 이용의도의 영향요인에 관한 비교 연구: 확장된 기술준비도수용모형을 중심으로 = A Comparative Study on the Influencing Factors of Continuous Use Intention of Korean and Chinese SNS Users: Focused on the Technology Readiness and Acceptance Model

다국어 초록 (Multilingual Abstract)

The purpose of this study is to verify the extended technology readiness and acceptance modelaccording to the characteristics of technology for the continuous use motive of SNS users. Inparticular, we conducted a comparative study on the differences in technology readiness andacceptance model between countries through the empirical analysis of the users of SNS inKorea and China with different technological and cultural environments. The results of thisstudy are as follows; First, Positive technology readiness index has a positive effect onperformance expectancy, effort expectancy, social influence, and facilitating conditions, whichare variables of UTAUT. Positive technology readiness also has a positive effect onEnjoyment, which is added in this study. Second, negative technology readiness index hasnegative effect on performance expectancy and social influence, which are variables ofUTAUT. In addition, negative technology readiness index has not a significant effect onenjoyment, which was added in this study. Finally, the relationship between technologyreadiness index, motivation for technology acceptance, and continuously intention to use has apartially different influence on the Korean and Chinese users. Based on the results of thisstudy, this study suggested academic implications and practical implications.

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