The Influence of Conformity Tendency on SNS User Experience

다국어 초록 (Multilingual Abstract)

This study investigates the role of SNS users’ conformity tendency in Social Network Service (SNS) of a service firm. We identify SNS users’ conformity tendency as a main driving force to increase SNS users’ intention to share the information about a service provider.We suggest that conformity tendency can have positive influence on both SNS usage enjoyment and the perceived usefulness of SNS information. We further suggest that usefulness of SNS information is a meaningful factor to boost users’ willingness to share SNS information with other users. Data froma survey support these expectations that SNS users with high conformity tendency show greater intention to share information through their perceived usefulness of SNS information. Interestingly, although SNS usage
enjoymentmay be one of reasons that users visit the SNS page, this cannot be solely spread the information to awide range of SNS users.
Findings of this study offer significant theoretical and managerial implications. Consistent to previous findings (e.g., Mehrabian and Stefl, 1995), this study confirms that when individuals have great tendency to follow majority’s decisions, they would like to perceive the SNS information as useful. Furthermore, this research offers actionable implications to marketers who like to develop effective marketing strategies to maximize their SNS marketing efforts. This study reveals that the effect of SNS of a service firm can take advantage of providing seemingly useful information to increase its chance to be exposed to large number of potential consumers.

다국어 초록 (Multilingual Abstract)

This study investigates the role of SNS users’ conformity tendency in Social Network Service (SNS) of a service firm. We identify SNS users’ conformity tendency as a main driving force to increase SNS users’ intention to share the information about a service provider.We suggest that conformity tendency can have positive influence on both SNS usage enjoyment and the perceived usefulness of SNS information. We further suggest that usefulness of SNS information is a meaningful factor to boost users’ willingness to share SNS information with other users. Data froma survey support these expectations that SNS users with high conformity tendency show greater intention to share information through their perceived usefulness of SNS information. Interestingly, although SNS usage
enjoymentmay be one of reasons that users visit the SNS page, this cannot be solely spread the information to awide range of SNS users.
Findings of this study offer significant theoretical and managerial implications. Consistent to previous findings (e.g., Mehrabian and Stefl, 1995), this study confirms that when individuals have great tendency to follow majority’s decisions, they would like to perceive the SNS information as useful. Furthermore, this research offers actionable implications to marketers who like to develop effective marketing strategies to maximize their SNS marketing efforts. This study reveals that the effect of SNS of a service firm can take advantage of providing seemingly useful information to increase its chance to be exposed to large number of potential consumers.

목차 (Table of Contents)

• I. Introduction
• II. Literature Review
• III. Methodology
• IV. Results
• V. Conclusion
• Reference