B2C SNS 사용에 있어서 촉진인자(Enablers)와 억제인자(Inhibitors) 규명과 영향에 관한 연구: 듀얼펙터접근으로 = Identifying and Testing Enablers and Inhibitors of B2C Social Network Service: Dual Factor Approach

다국어 초록 (Multilingual Abstract)

Various streams of IS research has been focused extensively on the factors that enable IS adoption and usage. Relatively, much less attention to what perceptions inhibit IS adoption and usage. This study presents a theoretical model of enablers and inhibitors in B2C SNS usage, using a dual-factor model of technology usage. For research methodology, two steps have been undertaken to empirically test the research model. First, we conducted open-ended question test to extract enablers and inhibi-tors of B2C SNS usage. Then, it is also empirically tested using data gathered from 117 B2C SNS users through online sur-vey. Through the empirical evidence, we find that enablers have positive effects on usage intention. On the contrary, inhibitors have negative effects on usage intentions, as well as on enablers.

국문 초록 (Abstract)

정보기술 관련 연구들의 주된 흐름 중 하나는, 정보기술의 수용 혹은 사용과 관련해 소위 촉진인자에 주로 초점을 맞추어 수행되어 왔다. 그러나, 상대적으로 정보기술 수용과 사용을 저해하는 억제요인과 관련한 연구에 대해서는 적은 관심을 가져 왔다. 이에, 본 연구에서는 듀얼펙터접근으로, B2C 소셜네트워크 사용과 관련해 촉진인자와 억제인자의 규명과 그 영향에 대해 살펴보았다. 이를 위해, 우선 개방형 설문방식으로 촉진인자와 억제인자들을 추출하고, 117명의 실제 B2C 소셜네트워크 이용자들을 대상으로 실증적으로 검증해 보았다. 분석 결과, 촉진인자들은 B2C SNS 사용의도에 긍정적인 영향을 미쳤다. 그러나, 이와는 대조적으로 억제인자는 B2C SNS 사용의도뿐만 아니라, 촉진인자에까지 부정적인 영향을 미치는 것으로 밝혀졌다.

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