소셜비즈니스에서 소비자의 정보기술 수용의도에 관한 실증연구

다국어 초록 (Multilingual Abstract)

Social business is used as a medium for identifying or communicating customer needs from various marketing channels through SNS via IT infrastructure. In this research, I intend to analyze the relationship based on UTAUT theory on how the characteristic factors of social business are accepted in terms of users who wish to accommodate it at a time when non-face-to-face services are expanding. From the literature review, this study considered the characteristic factors of social business through investigation of prior researches and derived 5 factors such as its performance, accessibility, speed, reliability, and relationship among the characteristic factors.
A UTAUT model was employed to reveal the process that has relatively high explanatory power in terms of users' intentions and behaviors for social business. The purpose of this study is to empirically explore the relationship between social business characteristics and user's acceptance intentions, by mediating the integrated technology acceptance model, which consists of performance expectations, effort expectations, social impacts, and promotional conditions factors.
348 respondents in Korea were collected to test the hypotheses. The results of main analyses are as follows: First, it has been shown that the characteristic factors of social business affect positively performance expectation, effort expectation, social impact, and promotional condition with statistical significant level. It means that social business factors can impact behavioral expectation of SNS use in social business. Second, it has been shown that behavioral expectation of SNS use in social business affect positively user's intention to use social business. It means that SNS use in social business, that is, performance expectation, effort expectation, and social impact can impact user's usage intention of social business with statistical significant level. However, promotional condition did not affect user's usage intention, because of its low explanation power. This study need more to testify the relationship between promotional condition and user's usage intention of social business.
From the data analysis and hypothesis testing, this study suggests some implications for the business revitalization of enterprises utilizing social business in the recent era of acceleration with COVID19. The recent development of IT technology has led to the development of various innovative tools, and members of the organization have also experienced a variety of new IT technology services. In particular, as the utilization of social business has been verified, its role is expected in the application of the business as a variety of collaboration tools, relationships with customers, and new business opportunities. At this point, the results of this study verified and presented the process by which the characteristic factors of social business are introduced and accepted at the individual level. This seems to be able to present one implication for factors that should be considered at the organizational level for expected performance by quickly accepting them based on the characteristics of social business in the Untact era.

목차 (Table of Contents)

• 제1장 서 론 1
• 제1절 연구의 필요성 1
• 제2절 연구의 목적 3
• 제2장 이론적 배경 4
• 제1절 소셜비즈니스 4
• 1. 소셜비즈니스의 개념 4
• 2. 소셜비즈니스 특징 5
• 3. 소셜비즈니스의 시장 현황 7
• 제2절 소셜비즈니스 특성요인 10
• 1. 정보시스템 품질요인 10
• 2. 소셜 네트워크 서비스 특성요인 12
• 3. 소셜 비즈니스 특성요인 15
• 제3절 통합기술수용이론(UTAUT) 17
• 1. 통합기술수용이론의 개념 및 정의 17
• 2. 통합기술수용이론을 구성하는 주요 이론 18
• 3. 통합기술수용이론의 구성요소 및 측정방법 23
• 제3장 연구설계 28
• 제1절 연구모형 28
• 제2절 연구가설 29
• 1. 소셜비즈니스와 성과기대 29
• 2. 소셜비즈니스와 노력기대 29
• 3. 소셜비즈니스와 사회적 영향 30
• 4. 소셜비즈니스와 촉진조건 31
• 5. 성과기대, 노력기대, 사회적 영향 및 촉진요인과 수용의도 32
• 제3절 변수의 조작적 정의 및 측정항목 34
• 제4절 표본선정과 자료수집 40
• 제4장 분석결과 41
• 제1절 표본 특성 41
• 1. 인구 통계학적 특성 41
• 2. 직무 특성 42
• 3. 소셜 네트워크 서비스 이용행태 43
• 제2절 주요 변인에 대한 기술적 통계 44
• 제3절 측정모형 검증 47
• 1. 수렴(집중) 타당도 47
• 2. 판별타당도 50
• 제4절 구조 모형 검증 51
• 제5절 연구모형의 효과 분석 54
• 제5장 결론 55
• 제1절 주요 분석결과 및 연구의 의의 55
• 제2절 연구의 한계 및 제언 59
• 참 고 문 헌 60
• 부록: 설문지 66
• ABSTRACT 70