소셜미디어의 이용과 충족 : 과학기술분야 정부출연연구기관 페이스북을 중심으로

우수진 ( Su Jin Woo ),배진아 ( Jin Ah Bae ) 방송문화진흥회 2017 방송과 커뮤니케이션 Vol.18 No.4

과학기술분야 정부출연연구기관 페이스북의 이용 동기, 이용 행위, 충족 요인을 규명하고 이용 경로를 파악하였다. 이용 동기는 ‘오락’, ‘소통’, ‘연구정보’, ‘과학적 관심’, ‘기관정보’로, 이용 행위는 ‘의사표현’, ‘과학정보 이용’, ‘단순정보 이용’으로 구성되었다. 충족은 ‘여가’, ‘지식 축적’, ‘관계 형성’ 요인으로 나타났다. 또한 경로분석을 통해 이용 동기에서 이용 행위, 충족에 이르는 다양한 경로를 확인할 수 있었다. ‘소통’ 동기는 ‘의사표현’ 행위로 이어지고 ‘지식 축적’ 및 ‘관계 형성’ 충족에 이르며, ‘연구정보’ 동기를 가진 이용자는 ‘과학정보 이용’, ‘단순정보 이용’을 하며 ‘과학정보 이용’ 행위는 ‘여가’, ‘지식 축적’의 충족을 얻고, ‘단순정보 이용’ 행위는 ‘관계 형성’ 충족으로 연결되는 것으로 나타났다. ‘과학적 관심’ 동기는 ‘과학정보 이용’으로 이어지고 이를 통해 ‘여가’, ‘지식 축적’을 형성하였다. 마지막으로 ‘기관정보’ 추구 동기는 ‘단순정보 이용’ 행위로 이어지며 ‘관계 형성’ 충족에 이르게 된다는 것을 알 수 있었다. 이외에 ‘오락’ 동기는 이용 행위를 거치지 않고 ‘여가’ 충족 경로로 형성되어 ‘이용 동기’와 ‘충족’ 간의 직접적인 인과관계도 확인했다. 연구 결과를 통해 출연연 페이스북의 이용 과정을 설명할 수 있는 개념적 틀을 제공하였다는 점에서 학문적 의의가 있으며 출연연 페이스북 운영에 있어 유용한 가이드라인을 제공하였다는 점에서 실무적 의의를 찾아볼 수 있다. This study identifies the motives, behaviors, and gratification factors of GRI (Government-supported Research Institutes) Facebook pages in science and technology field, and presents a path model that proceeds through motives and behaviors up to formation of gratifications. The motives are composed of five factors: ‘entertainment’, ‘communication’, ‘research information’, ‘scientific interest’, and ‘institutional information.’ The behaviors consist of ‘expression of opinion’, ‘use of scientific information', and 'use of simple information'. And the gratification comprise three factors: ‘leisure’, ‘knowledge accumulation’, and ‘relationship formation.’ The path analysis demonstrates that motives affect behaviors, whereas behaviors affect gratifications. The paths are as follows: first, the ‘communication’ motive leeds to the ‘expression of opinion’ behavior, and to the ‘knowledge accumulation’ and ‘relationship formation’ gratifications. Second, when using Facebook to obtain ‘research information’, users tend to focus on ‘scientific information use’ and ‘simple information use.’ In the case of ‘scientific information use’, users acquire ‘leisure’ and knowledge accumulation’, and in the case of ‘simple information use’, they feel gratification from ‘relationship formation.’ Third, when using GRI Facebook pages with the motive of ‘scientific interest’, users demonstrate ‘scientific information use’ behavior and feel ‘leisure’ and ‘knowledge accumulation’ gratifications. Fourth, using GRI Facebook pages for acquiring ‘institutional information’ leed to the ‘simple information use’ behavior and result in gratification from ‘relationship formation.’ An additional unique result is the formation of the ‘entertainment’ motive via the direct path to ‘leisure’ gratification, without passing through the use behavior. The findings demonstrate that the uses and gratification theory is still valid in explaining the process of GRI Facebook page use, and provide a theoretical framework to explain the overall use process of GRI Facebook pages. Furthermore, There are practical implications in that it provide useful guidelines on Facebook administration.

인스타그램 브랜드 계정 이용 동기가 이용 만족과 지속적 이용 의도에 미치는 영향

김린아(KIM, Rin A),한은경(Han, Eun Kyung) 한국광고홍보학회 2016 광고연구 Vol.0 No.111

본 연구는 이용과 충족 이론을 토대로 인스타그램 브랜드 계정을 이용하는 사람들의 이용 동기는 어떻게 구성되며, 이러한 이용 동기가 인스타그램 브랜드 계정의 이용 만족과 지속적 이용 의도에 어떤 영향을 미치는지 살피고자 하였다. 인스타그램 브랜드 계정 이용 동기의 측정 항목을 수집하기 위해 인스타그램 브랜드 계정을 이용하고 있는 사람들을 대상으로 사전 조사를 실시하였고, 이후 탐색적 요인 분석과 확인적 요인 분석을 하였다. 연구 결과, 인스타그램 브랜드 계정 이용 동기로 ‘사회적 상호작용’, ‘정보 획득’, ‘이용의 유용성’, ‘이용의 즐거움’, ‘브랜드 호감’의 다섯 가지 요인이 도출되었다. 또한 인스타그램 브랜드 계정 이용 동기와 이용 만족, 지속적 이용 의도의 관계를 구조방정식을 통해 분석한 결과, ‘이용의 유용성’은 이용 만족에 유의미한 영향을 미쳤다. 반면에 지속적 이용 의도에 유의미한 영향을 미치는 이용 동기는 없었다. 인스타그램 브랜드 계정의 이용 만족은 지속적 이용 의도에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 BC법을 통한 간접 효과의 유의성으로 플로우의 매개 효과를 분석한 결과, ‘사회적 상호작용’, ‘정보 획득’, ‘이용의 즐거움’이 플로우에 완전 매개하여 이용 만족에, ‘사회적 상호작용’, ‘이용의 유용성’이 플로우에 완전 매개하여 지속적 이용 의도에 유의미한 영향을 미치는 것으로 나타났다. Based on U&G theory, this study is to investigate the relationship as well as how the use motivations of Instagram brand account are consisted, and how the use motivations influence satisfaction and continuous use intention of Instagram brand account. After conducting pre-test for people who use Instagram brand account, we did EFA(exploratory factor analysis) and CFA(confirmatory factor analysis) to collect items which are use motivations of Instagram brand account. As the result, the use motivations of Instagram brand account are found to have five elements of ‘social interaction’, ‘acquisition of information’, ‘usefulness’, ‘pleasure of use’, ‘brand likeability’. In addition, the result about the relationship between use motivations, satisfaction and continuous use intention through SEM(structural equation model) reveals that only ‘usefulness’ significantly effects on satisfaction. On the other hand, there are no significant motives that effect on the continuous use intention. Satisfaction positively effects on continuous use intention. The result on mediation effect of flow through BC method(bias-corrected percentile method) reveals that ‘social interaction’, ‘acquisition of information’ and ‘pleasure of use’ are fully mediated satisfaction. ‘Social interaction’ and ‘usefulness’ are also fully mediated continuance intention.

품질기반 충족-기회와 충족-획득이 모바일 쇼핑의 지속적 이용의도에 미치는 영향

하영욱 ( Young Wook Ha ),장영훈 ( Young Hoon Chang ),심진보 ( Jin Bo Sim ),박명철 ( Myeong Cheol Park ) (주)엘지씨엔에스(구 LGCNS 엔트루정보기술연구소) 2014 Entrue Journal of Information Technology Vol.13 No.2

본 연구는 모바일 쇼핑의 성장 저해 요인을 극복하고, 기존 온라인 쇼핑과 차별화된 경쟁력을 갖추기 위한 요인으로서 서비스 품질과 인터페이스(UI) 품질의 중요성을 실증하였다. 특히, 본 연구는 주로 미디어 이용 연구에 사용되는 ‘이용과 충족 이론(Use & Gratification Theory)’을 기반으로, 모바일 쇼핑의 지속적 이용의도에 영향을 미치는 요인을 분석하였다. 즉, 서비스 품질과 인터페이스 품질을 충족-기회(Gratification-Opportunities) 요인으로 설정하고, 즐거움·유용성·사용용이성을 충족-획득(Gratification-Obtained) 요인으로 구조화하였다. 국내 스마트폰 모바일 쇼핑 이용자들을 대상으로 설문조사를 통해 구조방정식 모형을 분석한 결과, 모바일 쇼핑의 충족-기회 요인(서비스 품질 및 인터페이스 품질)은 충족-획득 요인(즐거움·유용성·사용용이성)을 매개로 하여 지속적 이용의도에 유의한 영향을 미친다는 사실을 확인할 수 있었다. This study verifies the importance of user interface (UI) quality and service quality as factors to overcome hindrance factors for the growth of mobile shopping and to be equipped with competitiveness differentiated from online shopping. In particular, this study analyzes the factors of mobile shopping influencing continuous use intention based on ‘Use & Gratification Theory’ mainly used for research on media use. In other words, the study sets up service quality and UI quality as the gratification-opportunities factor and structuralizes enjoyment·usefulness·ease of use as the gratification-obtained factor. According to the result of analyzing the structural equation model through a survey targeting Korean smart phone mobile shopping users, the gratification-opportunities factor(service quality and UI quality) of mobile shopping does have significant effects on con-tinuous use intention with the mediation of the gratification-obtained factor(enjoyment·usefulness·ease of use).

Seniors' usage of mobile social network sites: Applying theories of innovation diffusion and uses and gratifications

Kim, Myung Ja,Lee, Choong-Ki,Contractor, Noshir S. Elsevier 2019 Computers in Human Behavior Vol.90 No.-

<P><B>Abstract</B></P> <P>Seniors are substantial users of mobile devices to communicate and participate in mobile social network sites (MSNS) to interact, but there has been little theoretically based understanding of what motivates seniors' use of MSNS for tourism. To bridge the gap, this study applied the theory of the diffusion of innovations as well as the theory of uses and gratifications to explain why seniors use MSNS. Key explanatory variables included site attachment and authentic experience. Results indicate that the effect of innovation diffusion on authentic experience was greater than on site attachment. The effect of uses and gratifications was also greater on authentic experience than on site attachment. In addition, this study examined the moderating role between purchase and non-purchase groups. The effects of uses and gratifications on site attachment and authentic experience were stronger in the purchase group than in the nonpurchase group, while on the other hand, the effects of innovation diffusion on site attachment and authentic experience were stronger in the non-purchase group than in the purchase group The findings of this study suggest theoretical and practical implications for senior MSNS usage in the tourism domain.</P> <P><B>Highlights</B></P> <P> <UL> <LI> Seniors participate extensively in mobile social network sites (MSNS). </LI> <LI> Innovation diffusion and uses/gratifications explain the use of MSNS among seniors. </LI> <LI> Innovation diffusion significantly influences seniors' authentic experience on MSNS. </LI> <LI> Uses/gratifications significantly influence seniors' authentic experience on MSNS. </LI> <LI> There is a significant difference between purchase and non-purchase groups on MSNS. </LI> </UL> </P>

인터넷을 통한 디지털 콘텐츠 이용행태에 관한 연구

박상호(Park Sang Ho) 한국출판학회 2009 한국출판학연구 Vol.35 No.2

본 연구는 인터넷을 통한 디지털 콘텐츠 이용행태에 관한 연구이며, 이용과 충족 이론을 통해서 인터넷 이용동기가 전자책 이용에 미치는 영향에 관한 분석하였다. 본 연구에서는 아직까지 미흡하게 연구가 이루어진 인터넷 상의 디지털 콘텐츠인 전자책의 이용에 미치는 다양한 인터넷 이용동기의 영향을 검증하였다. 분석결과를 정리하면 다음과 같다. 우선, 인터넷 이용동기에 관한 분석결과, 온라인 참여 추구(1요인), 전자상거래 추구(2요인), 유로 콘텐츠이용 추구 이용동기(3요인), 정보 추구 이용동기(4요인), 커뮤니티 추구 이용동기(5요인), 엔터테인먼트 추구 이용동기(6요인), 의사소통 추구 이용동기(7요인) 등 7개의 이용동기가 도출되었다. 다음으로 인터넷 이용군집은 ‘엔터테인먼트 추구형 집단’, ‘커뮤니티 추구형 집단’, ‘정보 추구형 집단’, ‘유로콘텐츠 이용 추구형 집단’ 등 4개 집단이 도출되었다. 세 번째로 인터넷 이용집단과 전자책 이용의 차이에 관한 변량분석결과, 커무니티 추구형 집단과 유료 콘텐츠이용 추구형 집단이 엔터테인먼트 추구형 집단보다 전자책 이용이 많은 것으로 나타났다. 마지막으로 인터넷 이용동기가 전자책 이용에 미치는 영향에 관한 분석결과, 유료 콘텐츠이용 추구 이용동기, 정보 추구 이용동기가 전자책 이용에 긍정적인 영향을 미치는 것으로 나타났다. 인터넷은 소통의 공간으로 그리고 뉴스매체로 발전하고 있지만, 출판산업의 활성화 차원에서 전자책 이용을 확대하기 위해서는 인터넷의 커뮤니티, 오락과 유료 콘텐츠 사용적 특징인 엔터테인먼트적 요소가 부각되어야 디지털 콘텐츠인 전자책 이용이 확대될 수 있을 것으로 사려된다. This article is research that internet use Influence on the e-book use. This research is study on the effect of various internet use motive(behavior) get in use of electronic book that is digital contents in Internet. Analysis result about digital contents use through internet is as following. First, using motive of digital contents is 'online participation(1 factor)', 'electronic comercail(2 factor)', 'fare payment contents use(3 factor)', 'information searching(4 factor)', 'community(5 factor)', 'entertainment(6 factor)', 'Communication(7 factor)' etc. Secondarily, as analysis result about internet use cluster was classified 'entertainment group', 'community group', 'information group', 'fare payment contents use group' etc. Thirdly, as variance analysis result about difference of internet use group and e-book utilization, community group and fare payment contents use group had much el-book use than entertainment group. Finally, as analysis result about effect that internet use influenced on the e-book use, entertainment motive, online participation, fare payment contents use, information searching among internet use motive was positive effect in internet use. Internet is developing to space of communication and news media. E-book contents is necessary that suit to special quality of internet e-book utilization of increasing in internet period.

전자책의 수용결정요인에 관한 연구

김경일(Kim, Kyungil) 한국출판학회 2014 한국출판학연구 Vol.40 No.3

본 연구는 전자책을 이용하고 있는 대학생 집단을 대상으로 전자책 이용 동기를 파악하고, 지각된 용이성과 지각된 유용성, 그리고 전자책 이용지속의도의 관계를 살펴보기 위하여 크게 전자책 이용 동기가 지각된 용이성과 지각된 유용성에 미치는 영향, 전자책 이용 동기가 이용지속의도에 미치는 영향, 그리고 지각된 용이성과 지각된 유용성이 이용지속의도에 미치는 영향으로 분류하여 그 관계를 살펴보았다. 본 연구의 주요 결과를 요약, 제시하면 다음과 같다. 첫째, 본 연구에서 추출된 전자책 이용 동기(상호교류동기, 기분전환동기, 재미/흥미동기)가 지각된 용이성에 미치는 영향을 살펴본 결과, 기분전환동기와 재미/흥미동기가 지각된 용이성에 정적 영향을 미치는 것으로 나타났고, 상호교류 동기는 지각된 용이성에 부적 영향을 미치는 것으로 나타났다. 또한 전자책 이용 동기(상호교류동기, 기분전환동기, 재미/흥미동기)가 지각된 유용성에 미치는 영향을 살펴본 결과, 전자책 이용 동기 중 상호교류동기는 지각된 유용성에 정적 영향을 미쳤고, 기분전환동기는 지각된 유용성에 부적 영향을 미치는 것으로 나타났다. 둘째, 전자책 이용 동기(상호교류동기, 기분전환동기, 재미/흥미동기)가 전자 책 이용자들의 이용지속의도에 미치는 영향을 살펴본 결과, 전자책 이용 동기 중 상호교류동기를 제외 하고 기분전환동기와 재미/흥미동기가 전자책 이용지속의도에 정적 영향을 미치는 것으로 나타났다. 셋째, 전자책 이용과 관련하여 지각된 용이성과 지각된 유용성이 이용지속의도에 미치는 영향을 살펴본 결과, 지각된 유용성은 전자책 이용지속의도에 통계적으로 유의한 영향을 미치지 못하였으나, 지각된 용이성은 이용지속의도에 정적 영향을 미친 것으로 나타났다. This study conducted to find a motive of e-book usage and figure out relationship among the perceived ease of use, perceived usefulness and continuous use intention of e-book. To achieve the purpose, this study's subject is sorted into three part: the influence e-book usage motive has on perceived ease of use and perceived usefulness, the influence e-book usage motive has on continuous use intention of e-book and the influence perceived ease of use and perceived usefulness has on continuous use intention of e-book. The result were as followed. First, as result of research about how the usage motive of e-book(interchange, refreshingness and fun/interest motive) from this study impact on perceived ease of use, refreshingness and fun/interest motive influence positively on perceived ease of use and interchange motive influence negatively on perceived ease of use. Also, as result of research about how the usage motive of e-book(interchange, refreshingness and fun/interest motive) from this study impact on perceived usefulness, interchange motive among the usage motive of e-book influence positively on perceived usefulness and refreshingness influence negatively on perceived usefulness. Second, as result of research about how the usage motive of e-book(interchange, refreshingness and fun/interest motive) from this study impact on continuous use intention of e-book, refreshingness and fun/interest, except interchange, influence positively on continuous use intention of e-book. Third, relate to usage of e-book, as result of research about how perceived ease of use and perceived usefulness impact on continuous use intention of e-book, perceived usefulness doesn't have statistically meaningful influence on continuous use intention of e-book, but perceived ease of use influence positively on continuous use intention of e-book.

N스크린 서비스의 능동적 이용에 대한 영향

최세경(Se-Kyoung Choi),곽규태(Kyu-Tae Kwak),이원태(Won-Tae Lee) 한국언론학회 2014 한국언론학보 Vol.58 No.4

This study focuses on searching for factors that affect the ‘active use’ of N-Screen services. Based on the Uses and Gratifications Theory and Technology Acceptance Model, this study hypothesizes that the ‘use motives’ of N-screen services affects the ‘perceived usefulness’ and ‘active use’. This research also concentrates on how ‘affinity’ for N-screen services will regulate the influence of perceived usefulness and active use. The data used in this research was collected through surveys performed by 360 N-screen members(users) and the structural equation model is applied in the analysis. Use motives, such as ‘conveniency seeking’, ‘entertainment and deviation’, ‘connection building’, have positive effects on the perceived usefulness of N-screen services and this perceived usefulness, in turn, has increased the active use of N-screen services. This study also finds that the degree of affinity to N-screen service has a regulating effect on influence relation between perceived usefulness and active use of N-screen services. the more affinity user has to N-screen service, the more positive effects of perceived usefulness on active use become increase. Users who seek ‘multitasking’, ‘content portability’, ‘sociable viewing’, which N-screen services provide, have positive perceptions towards perceived usefulness and are more likely to actively use N-screen services. In order to both satisfy N-screen service users and maintain a higher number of members, planning a strategy that increases users’ affinity is crucial.

Why Chinese travelers use WeChat to make hotel choice decisions: A uses and gratifications theory perspective

Thilini Chathurika Gamage,Kayhan Tajeddini,Omid Tajeddini 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.2

WeChat, a Chinese multi-purpose messaging, social media, and mobile payment app, is an emerging social media platform that has been integrated into the daily lives of Chinese people, including travel. However, despite the growing proliferation of WeChat, sur- prisingly, little attention has been paid to the gratifications obtained by Chinese travelers when using WeChat in travel- related decision-making. Adopting the well-grounded Uses and Gratifications Theory (UGT), this exploratory research paper aims to address this void in prior literature and identify why and how Chinese millennial travelers use WeChat to make hotel choice decisions. Findings stemmed from the semi-structured interviews using a combination of purposive and snowball sampling approaches with eighteen WeChat users reveals that hotel choice decisions through WeChat are influenced by various social, process, and content gratifications. As indicated in our findings, hotels in China should be aware of gratifications obtained by travelers in stimulating them to utilize WeChat in the hotel selection process. Further, our study contributes to extant UGT literature by empha- sizing that it has specific relevance and should be given more prominence within tourism, hospitality, and social media literature.

A Uses and Gratifications Approach to Weibo Use among Chinese International Students in the United States

Chen Yang 한국언론학회 2018 Asian Communication Research Vol.15 No.3

This study investigated how Weibo use is related to Chinese students’ acculturation and adaptation in the United States. Adaptation is conceptualized into three domains: social life adaptation (SLA), task-performance adaptation (TPA), and cultural adaptation (CA, composing of acculturation and de-culturation). Data show that students with lower income and those who plan to return to China or have not lived in the United States long tend to use Weibo more. Furthermore, Weibo use is positively associated with TPA but negatively with SLA. Chinese identity (or de-culturation) does not affect their Weibo use. However, people with strong acculturation use Weibo longer on an average day but with less frequency. Weibo appears to be a double-edged sword as Chinese students may use it to improve their living skills and cultural competence or to escape from a limited social life. Implications for uses and gratifications are discussed.

What Makes People Purchase Used Products Online? Focusing on the Roles of Consumer Value, Platform Attachment, and Consumer Engagement

Henry Ofori(헨리 오포리),Juyoung Kang(강주영),Sung-Byung Yang(양성병) 한국경영학회 2023 經營學硏究 Vol.52 No.5

Consumer-to-consumer (C2C) platforms have seen tremendous growth recently with most studies focusing on C2C platform for ridesharing and accommodation. However, little studies have explored C2C platform for used product transaction and the relevant factors that influence its continuous usage and recommendation. This study explores how consumer value serves as an antecedent of consumer engagement and platform attachment, leading to continuous use and recommendation intentions of C2C used-product platforms through the lens of uses and gratification theory. Analyzing the structural equation model with survey responses from experienced users of C2C used-product platforms reveals that multi-dimensional consumer values significantly influence consumer engagement and platform attachment. Consumer engagement is observed to substantially impact continuous use intention and recommendation intention of C2C used-product platforms. In contrast, platform attachment significantly affects only recommendation intention. A multi-group analysis, however, shows that platform type (i.e., community-based connector vs. supportive models) does not moderate the strength of the relationship between the exogenous and endogenous constructs of the research model. The results raise a favorable theoretical implication for future and practical implications for C2C used product and e-commerce firms.