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관계지속 메커니즘과 기대일치모형을 중심으로

표지

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초록·키워드 목차

Due to the rapid growth of social networking community (SNC), research into SNC user’s behavior has recently emerged as an important issue in information systems. An individual makes a decision whether or not to continually use his or her own SNC and to purchase digital items to decorate it. Most previous research has focused on a user’s continuance intention and has ignored the importance of purchase intention. This study develops and empirically tests an integrated model designed to predict a user’s two types of behavioral intention:continuance intention and purchase intention based on the expectation-confirmation model (ECM) and a dual model of relationship maintenance mechanism.The results indicate that perceived usefulness, satisfaction, personalization, and switching cost have important influences on the formation of SNC continuance intention. The results also show that perceived usefulness and satisfaction does not have any significant impacts on purchase intention, while personalization, learning, attractiveness of alternatives, and continuance intention significantly affect it. #Social Networking Community #Relationship Maintenance Mechanism #Expectation-Confirmation Model #Switching Cost #Investment #Attractiveness of Alternatives

Abstract
1. 서론
2. 이론적 배경 및 가설설정
3. 연구방법
4. 실증분석
5. 결론
참고문헌
〈부록〉설문항목

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