사용자 혁신성이 SNS사용의 아이덴티티표현에 미치는 매개효과 연구

다국어 초록 (Multilingual Abstract)

This paper explores the role of innovativeness and identity expressiveness on active and passive use of SNS, then investigates in how identity expressiveness mediates the relationship between innovativeness and use of SNS.
As hypothesized, innovativeness and identity expressiveness prove to be significant determinants of active and passive use of SNS. In addition, identity expressiveness is an intervening variable mediating the relationship between innovativeness and use of SNS.
This study suggested that a high innovative and identity expressive person in a SNS marketing-related job is in a congruent situation.

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