SNS 이용자의 자기효능감, 사회적 교환요인, 지각된 가치와 이용자 충성도간의 구조적 관계

다국어 초록 (Multilingual Abstract)

This study aims at identifying key determinants of users" loyalty toward SNS, and investigating the structural relationships between those key determinants and SNS users" loyalty. Self efficacy(information efficacy and relational efficacy), social exchange factors(social identity and trust), perceived value were selected as key predictors of SNS users" loyalty based on the intensive literature review. Data collected from survey respondents were used to test our research hypotheses. Results showed that information efficacy was not related to perceived value and user loyalty while relational efficacy influenced positively and significantly on perceived value and user loyalty. Social identity and trust were proven to be significant predictors of perceived value and user loyalty. In addition, perceived value was shown to have positive impact on user loyalty. The results will help researcher and practitioner to better understand how SNS users" loyalty is obtained and retained.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• II. 이론적 배경 및 연구가설
• Ⅲ. 연구방법
• Ⅳ. 실증분석
• Ⅴ. 결론 및 시사점
• 참고문헌

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