SNS 사용자들의 지속 사용과 정보 공유에 영향을 미치는 선행 요인의 차이: 듀얼 팩터 모형을 중심으로

Whether in terms of social media platforms, mobile pay apps or an increasing acceptance of RFID chips in humans, technology has transformed everyday life for consumers. Social networks have experienced enormous growth as online personal networking media. Social exchange theory (for motivation and social reward) and theories of collective action can be applied in order to understand how an individual’s behavior may exert effects on or receive influences from other users with regard to the continuance usage intention of social apps. First, this study aims to examine behavioral characteristics of the Millennials, and takes flow and social reward systematically so as to explore SNS users’ continuance based on SNS characteristics. Targeting Millennials SNS users, this study empirically examines users’ continuance intention at individual level and simulates users’ continuance behavior at group level, which are expected to be influential as a next generation of purchasing group, focusing on social network services (SNS) usage. Second, this study tries to suggest strategic implications by identifying key factors that dominate SNS users’ behavior in the process of experiencing SNS. For the empirical purpose, this study analyzes the relationship between SNS characteristics (motivation to use, density, and centrality) and usage behavior (flow, social reward, and continuous intention to use). As a result, each construct of motivation to use SNS, SNS density, and SNS centrality are positively linked with flow. Motivation to use SNS and SNS centrality are positively associated with social reward, however, SNS density does not have a significant effect on social reward. In addition, flow and social reward turn out to have positive linkage with continuous intention to use respectively. The findings of this study are expected to provide implications for researchers and operators in related fields to identify various factors that explain the SNS usages of the Millennials, especially the major factors that sustain SNS involvement and activities. This study can enrich both SNS continuance theory, and help SNS operators to manipulate resources effectively to attract and retain users.

PurposeAlthough there are a number of studies on the factors affecting the continuance usage intention for social network services (SNS), the studies on the integrated model encompassing SNS qualities (information, system, and service quality, and hedonic value, which are gratifications for SNS usage), flow, relationship quality (which are trust and satisfaction), and continuance intention are almost non-existent. Based on Bagozzi’s self-regulation framework, the IS success model, uses and gratification theory, and flow theory, the purpose of this paper is to examine the qualities and hedonic value of SNS, which have an influence on flow experience and relationship quality which are posited to affect the continuance usage intention.Design/methodology/approachThis study used an e-mail survey method to collect 460 questionnaires for the final sample. The sample of the study includes college students or job workers who have experience in using SNS. Various user categories in terms of gender, school degree, occupation, usage years, and daily time of usage were included.FindingsThe study results show that system, service quality, and hedonic value have an impact on flow experience, information and service quality, and hedonic value influence the relationship quality of SNS. The flow experience and relationship quality while using SNS affect the continuance usage intention of SNS. This results show that the consideration of various SNS qualities, hedonic value, flow experience, and relationship quality is necessary to actively explore the factors for continuance usage intention for SNS.Practical implicationsIS managers trying to understand reuse intent can use surveys on information, system, and service quality, and hedonic value. Practitioners should constantly incorporate and develop various activities or useful applications to allow people to reach out to each other, to reinforce users’ attention, interaction, and increase social connections, trust, satisfaction, and further intensify users’ intention to use, increasing SNS value. The findings explain a mechanism through which SNS users’ continuance intention is built. Understanding this mechanism provides valuable information for practitioners to understand the qualities driving SNS users’ intention to revisit SNS.Originality/valueThis study sheds light on the existing literature on website usage that focuses on the design qualities as this paper has combined website quality perspective, i.e., information, system, and service quality, and hedonic value, and the flow and relationship perspective to investigate how these constructs would affect users’ intention to continuously use SNS. On the basis of four theories, Bagozzi’s self-regulation framework, IS success model, users and gratification theory, and flow theory, this study extended the previous studies on SNS by adding information, system, and service quality, hedonic value, flow and relationship quality as second-order constructs affecting continuance intention.

This article contends that due to the intense competition, it is crucial for mobile social networking services (SNS) providers to retain users and facilitate their continuance. Integrating both perspectives of social capital and privacy concern, this research examined mobile SNS continuance. Social capital includes three dimensions: structural capital, relational capital and cognitive capital. The results indicated that both social capital and privacy concerns have significant effects on continuing usage. The results imply that service providers need to develop social capital and curb privacy concerns in order to facilitate users' continuance usage of mobile SNS.

The first purpose of this paper is to identify factors having an effect on the user satisfaction of the SNS(Social Network Services) users and to examine causal relationships among those factors. The second is to examine how the causal relationships between the factors could be changed in the service types in SNS, which would be divided into web based SNS and mobile SNS. For achieving the purposes, we established the research model and hypotheses based on Information Success and Technology Acceptance Model. The characteristics of the SNS users consist of Individual Innovation and Social Influence while the characteristics of the SNS system consist of Information Quality and System Quality. The hypotheses were verified by analyzing data, which was collected from survey research on users of the SNS, with AMOS 18.0 statistical package. As a result, the first, we observed that more important the SNS users would consider the social relation, more useful they would recognize the function of SNS. The second, we observed that faster and easier the users could obtain hourly information in diversity, more useful they would recognize the function of SNS. The third, we observed that more innovative the mobile SNS users would become, more negative they would consider the usefulness of SNS. The fourth, we observed that more important the web based SNS users would consider the social relation, more negative they would consider the usefulness of SNS.

Background: It is crucial for companies to understanding users’ choices and learning behaviors, and the corresponding influencing factors and cognitive patterns regarding social network services to communicate with potential customers.Methods: In this study, a casual structural model was constructed and developed to model and characterize the relationships between problems to be resolved as antecedent variables and success factors as consequent variables with the intermediary variables based on human learning behaviors, whereas the concept of social network service was introduced to summarize the current issues of social network services and empirically factors affecting effectiveness of social network services.Discussion: This study highlighted the corporate need to examine the intelligent role and learning effectiveness of social network services when studying social creativity and intelligence in a social networking environment. Firstly, the framework and hypotheses of social network services were introduced to summarize the current issues of social network services and the main influencing factors affecting the working patterns of social network services. Subsequently, the empirically established model was further tested to explore the possible meaningful relationships among those variables used.Results: The study revealed that the social network services provider and the customer should improve their social creativity and community collaboration; these could be expanded and enhanced by increasing the social intelligence to raise the social network services’ effect and the customer’s externalization. Furthermore, social intelligence, community collaboration, and customer externalization were factors significantly influencing customers’ social creativity, while the customer externalization and community collaboration were the two important factors affecting social intelligence.Conclusion: The study implied that social network services providers should provide more and more intelligent and inspiring services for their customers.

A better understanding of users' continuance intention towards social networking services (SNSs) gives SNS providers greater insight to reducing turnover rate of their users. Drawing on social influence theory, this study develops a theoretical model to investigate users' continuance intention towards SNSs within the context of China. Specifically, this model examines how sociability and social overload mediate the impact of subjective norms, peer effects and social identity on continuance intention. Data of 286 Chinese university students were collected through an online questionnaire and analyzed by the partial least square method. Results reveal that although subjective norms have an insignificant impact on continuance intention, both peer effects and social identity positively impact continuance intention, and their impacts are partially mediated by sociability and social overload. The findings highlight the importance of peer effects and social identity, the positive role of sociability and the negative role of social overload in determining continuance intention.

A Study on Influencing Factors for Customer Satisfaction and Use Continuance in SNS of Banks

BackgroundContinued use of mHealth apps can achieve better effects in health management. Gamification is an important factor in promoting users’ intention to continue using mHealth apps. Past research has rarely explored the factors underlying the continued use of mobile health (mHealth) apps and gamification’s impact mechanism or path on continued use.ObjectiveThis study aimed to explore the factors influencing mHealth app users’ intention to continue using mHealth apps and the impact mechanism and path of users’ feelings induced by gamification on continued mHealth app use.MethodsFirst, based on the expectation confirmation model of information system continuance, we built a theoretical model for continued use of mHealth apps based on users’ feelings toward gamification. We used self-determination theory to analyze gamification’s impact on user perceptions and set the resulting feelings (competence, autonomy, and relatedness) as constructs in the model. Second, we used the survey method to validate the research model, and we used partial least squares to analyze the data.ResultsA total of 2988 responses were collected from mHealth app users, and 307 responses were included in the structural equation model after passing the acceptance criteria. The intrinsic motivation for using mHealth apps is significantly affected by autonomy (β=.312; P<.001), competence (β=.346; P<.001), and relatedness (β=.165; P=.004) induced by gamification. The intrinsic motivation for using mHealth apps has a significant impact on satisfaction (β=.311, P<.001) and continuance intention (β=.142; P=.045); furthermore, satisfaction impacts continuance intention significantly (β=.415; P<.001). Confirmation has a significant impact on perceived usefulness (β=.859; P<.001) and satisfaction (β=.391; P<.001), and perceived usefulness has a significant impact on satisfaction (β=.269; P<.001) and continuance intention (β=.273; P=.001). The mediating effect analysis showed that in the impact path of the intrinsic motivation for using the mHealth apps on continuance intention, satisfaction plays a partial mediating role (β=.129; P<.001), with a variance accounted for of 0.466.ConclusionsThis study explored the impact path of users’ feelings induced by gamification on the intention of continued mHealth app use. We confirmed that perceived usefulness, confirmation, and satisfaction in the classical continued use theory for nonmedical information systems positively affect continuance intention. We also found that the path and mechanism of users' feelings regarding autonomy, competence, and relatedness generated during interactions with different gamification elements promote the continued use of mHealth apps.

Objectives: The goal of this research is to search the SNS (Social Networking Service) users after that we classify SNS users by effectiveness of social media marketing and SNS usage. Methods/Statistical Analysis: A total of 235 valid questionnaires were employed for this study. The cluster analysis was used to categorize respondents based on their response toward social media marketing. To identify characteristics of segments, the average of each of components was used. In the next step, a discriminant analysis was employed to investigate whether the groups are properly placed. Finally, The ANOVA was used to differentiate the three clusters. Findings: This study found that SNS users were divided into 3 groups: The cluster 1 was named as ; the cluster 2 was named as ; the cluster 3 as . Improvements/Applications: This study provides useful implication for marketers and a lot of companies to carry out effective Social Networking Service marketing program. Keywords: Popularity, Positive Evaluation, SNS Reliability, Social Media, Social Networking Services (SNS), Usage SNS

OTT service providers have been under much more fierce competition since Netflix has begun to do their business aggressively in Korean domestic market in 2016. OTT service providers have focused reinforcing their core competence to acquire and retain OTT service users to properly cope with the uncertain market environments. Understanding the behavioral usage of OTT service users is top priority for them to devise and implement the appropriate business and marketing strategy. The results of a few studies show some major factors that would predict users continuance intention in OTT service sites. However, some critical factors have been still ignored such as trust and habit which have been empirically verified in numerous previous studies as major determinants of continuance use intention in the context of online services such as e-commerce and social networking service. Moreover, there are few studies that define the antecedents of trust and habit in OTT service site. To overcome this gap, this study examines the relationships between trust, habit and continuance use intention, and the impact of site quality(contents richness, aesthetics, personalization) on OTT service site trust and habit. A total of 335 surveys were used to test the proposed research hypotheses. The findings indicate that the strong predictors of continuance intention are trust and habit. The findings also show that aesthetics and personalization have a significant effect on trust while contents richness is not related to trust. In addition, contents richness and personalization are proven to be major determinants of habit while aesthetics has no impact on habit. Implications and future directions are discussed.

The rise in recent technology has changed the ways, in which people communicate with one another. Social networking services (SNSs) have become one of the most representative means. General SNSs allow users to create their own unique profiles, search for fellow members, share information, etc., while other SNSs have functions that cater to different needs of users. As a result, users of SNSs have begun to pick and choose different SNSs and concurrently use multiple SNSs in order to fulfill all their needs. This exploratory study examined which SNSs are used together and the characteristics that predict the use of multiple SNSs. In addition, it observed the differences between consumers’ usage of multiple SNSs in different cultures. An online survey was administered to SNS users in the United States and Korea. The results of the study showed that the use of multiple SNSs is not yet prevalent in Korea, the country that represented a collectivistic culture. In addition, in the U.S., the highest number of users reported that they were active on at least three SNSs.

The present study examines the assumption that online users would be influenced by widely reported privacy threats; namely, that public servants might monitor personal online communications between instant messenger users, and compel the Korean domestic social network service (SNS) providers to cooperate with their surveillance efforts. Utilizing uses and gratifications (U&amp;G) theory, we integrate previous research on government surveillance, privacy concern, and motivation variables regarding SNS use. A survey of South Korean users reveals that privacy concern is mediating the relationship between governmental online surveillance and SNS switching intention. Structural equation modeling results suggest that SNS switching intention is predicted positively by interaction motivation and negatively by convenience motivation. Privacy concern mediates the relationship between governmental online surveillance and SNS switching intention. These findings illustrate the measures that users take in response to telecommunication policy actions, particularly those that might logically pose a threat to online privacy. Study findings thus help provide support for a novel theoretical framework that illustrates the utility of media U/G variables in the context of online privacy conceptions stemming from perceived threats of online government surveillance. We conclude by discussing implications for policymakers stemming from user remedies to circumvent state surveillance initiatives.

Predicting the Adoption of Social Media: An Integrated Model and Empirical Study on Facebook Usage

Social media has become a popular means of communication thanks to the advancement of computer network and web technology. Social networking service (SNS) provides a virtual platform for users to realize their personal/professional purposes. Users ha

The popularity and acceptance of mobile shopping apps have surged widely due to mobile technology advancement and the COVID-19 outbreak. Retaining customers would be challenging for all mobile shopping app platform operators, particularly in the post-Covid era. However, research on the continuance of mobile shopping apps must be addressed. Hence, the Shopee mobile shopping app was adopted as a case study to examine antecedent factors of continuance intention leading to its continuance use among consumers. This quantitative study was conducted in Klang Valley, Malaysia, and data was collected via a self-administered Google Form. The study included 386 respondents and was analysed using Partial Least Squares Structural Equation Model (PLS-SEM). Customer loyalty, the success quality factors of the information system, incentives, trust, and satisfaction positively affect Shopee's mobile shopping app's continuance intention. Furthermore, it is found that continuance intention does indeed have a crucial effect on continuance use. However, the study reported that perceived enjoyment did not influence continuance intention. The objective of this research is achieved as it manages to generate valuable knowledge on continuance intention and use. This paves the way for more effective development of sustainable user retention strategies.