소셜네트워크서비스 정보 특성을 통한 소셜미디어의 가치와 사용의도에 관한 연구

초록

Nowadays social media and SNS (Social Network Service) are being diversely utilized in various area of our lives. The purpose of this study is to examine the characteristics of information transmitted over SNS and the value that consumers create through social media . The study is also to explore the effects of social media information on consumers’ usage intention of social media. The sample of this research were 402 adult consumers, and SPSS 22.0 was employed to perform frequency analysis, exploratory factor analysis, t-test, one-way ANOVA, post-test, correlation, multiple regression analysis, and path analysis. The results indicate the information characteristics of SNS are divided into contents accuracy/ usability, and purposive/entertaining value through social media. Also, it has been found that the purposive value and entertaining value of social media exert positive effects on the usage intention of social media. In addition, the information characteristics of SNS indicate effects on the usage intention of social media both directly and indirectly with the mediation of social media’s purposive and entertaining value. Especially contents accuracy from information characteristics of SNS has direct effects on the usage intention on social media; thus, it will be needed to secure steps to verify the contents of information to deliver accurate information. It is expected that this will help to solve consumer problems related to information selection by delivering accurate information to consumers. For managerial implications it is thought that they can satisfy consumers’ purposive and entertaining value through social media and can use social media as a means of marketing as well as constant communication with their consumers.

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