온라인 소셜 네트워크 특성이 사회적 지지와 구전활동에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the effects of network connectedness, network size, and network influence on emotional support, informational support, and word of mouth communications. To this end, a survey questionnaire was administered to 222 SNS users. The relationships between the variables were analyzed using structural equation modeling (SEM), and the results indicated that network connectedness and network size have a positive relationship with emotional and informational support, but network influence does not have a significant relationship with either variables. Also, emotional and informational support were positively associated with word of mouth communications, and extraversion did not have a moderating effect on the relationship between emotional and informational support and word of mouth communications. The findings of this study imply that when developing and operating online social network services, network characteristics should be considered because they can serve as paths to obtain social support that enhance ward of mouth communications.

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