정보기술 사용의도의 결정요인 = SNS에서의 커플링 효과를 중심으로

다국어 초록 (Multilingual Abstract)

Expecting individual’s information and communication technology adoption behaviors is one of the main concerns in the information system research area. Also, many relevant discussions have been developed with regard pre-adoption, intention of adoption, and intention of sustainable use. On the other hand, studies focusing on ‘use’ after the adoption are relatively rare. To the extent that understanding of use process can be an useful indicator of possible future behaviors and expectation of other innovation adoption, it should be treated as an important factor. From this point of view, this study considers ‘perceived benefits’, ‘perceived costs’, ‘coupling’, and ‘intention of active use’ as the main variables to identify the elements that have effects on activeness of use behaviors in the context of Social Network Services(SNSs).
The major findings of the study are as follows: First, in line with the social cognitive theory and the learning effect theory, we found that perceived benefits had a positive effect on active use of IT(information technology) while perceived cost had a negative effect on active use of IT. Secondly, coupling in SNS had a negative relationship with perceived benefits, but showed a positive relationship with perceived costs. Therefore, the findings imply that higher understanding of costs leads to stronger coupling. Furthermore, coupling showed no significant effect on active use of IT against our expectation. However, in the additional analysis with passive use of IT as a dependent variable, coupling significantly (positively) affected passive use of IT. In other words, passive use of IT may be realized when coupling is recognized. This result is contrary to that of previous studies on traditional products and services which indicates that coupling can promote consumption behaviors. It is assumed that this result is caused by the different environment of SNS, as it is the web-based service, which requires behavioral costs such as time, efforts and psychological burden while using SNS, rather than paying monetary expenses.
This study has an importance to the extent that it fills in a gap between studies on adoption and post adoption behaviors, aiming at more comprehensive understanding of SNS usage by presenting elements that can affect the activeness of personal IT usage behaviors.

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