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논문 기본 정보

자료유형
학술저널
저자정보
최상민 (동국대학교) 강성배 (동국대학교) 문태수 (동국대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제12권 제3호
발행연도
2012.9
수록면
95 - 112 (18page)

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초록· 키워드

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Internet has begun various transformation and innovation in terms of society, culture, and industry. Today, Social Network Service (SNS) is exceedingly popular and useful tool for making human relationship. Previous studies related to SNS were focused on user acceptance of new technology, based on Technology Acceptance Model (TAM). However, they had a limitation to focus on technology acceptance, without the consideration of personal and behavioral factors in SNS use. So, this study considered communication and self-efficacy as independent variables, and this study also adopted information and knowledge sharing, and perceived enjoyment as mediating variables. The purpose of this study is to investigate the structured relationship between personal, behavioral factors, and continuous intention to use of SNS using utilitarian and hedonic value. This study conducted survey through e-mail, direct mail, and interview with SNS users. Empirical analyses based on 205 respondents were conducted in order to test the hypotheses. The result of hypotheses testing showed that communication and self-efficacy have the positive impact to information and knowledge sharing, and perceived enjoyment, also, perceived enjoyment has the positive impact on continuous intention to use of SNS. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy for acquiring and retaining long-term customers related to SNS business.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 가설
Ⅳ. 연구조사 설계
Ⅴ. 실증 분석
Ⅵ. 결론
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UCI(KEPA) : I410-ECN-0101-2014-326-001260662