SNS(Social Network Service) 이용고객의 기술준비도가 온라인 오피니언리더 활동에 미치는 영향

초록

In this study, we tried to investigate the effects of TR(Technology Readiness) of SNS(Social Network Service)user's in Web 2.0 environment on online opinion-leadership activities. Questionnaire survey was conducted which was designed based on TR of SNS users, the willingness to participate in SNS, the willingness to share information and the activities of online opinion leaders. For hypothesis testing the regression analysis was conducted. In order to confirm the mediating effect of the willingness to participate in SNS and information sharing, the Baron and Kenny (1986)'s Three-Step Regression Model was used. In summary, this study endorses that Technology Readiness of SNS users has a significant influence on the activities of on-line opinion leadership activities. This conclusion strongly implies that by understanding the level of TR of the target customer group and conducting a differentiating marketing strategy, the marketing managers will be able to secure the customers' favor, which leads to the activities of ''Prosumer'' via SNS as voluntary marketing activities for the corporation.

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