가상 능숙도와 네트워크 효과가 SNS(Social Network Service) 지속적 사용의도에 미치는 영향|RISS 상세보기

다국어 초록 (Multilingual Abstract)

Social Network Service(SNS) is being recognized as an important part in our society, individual lives and corporate business aspects, and the influence of SNS is growing explosively as expansion and supply of infrastructures that support mobile environments increase.
However, above all, successful SNS requires the understanding of users who are active on the network. This is because even if SNS has many attractive characteristics, its values and usefulness change depending on how users utilize it. Also, values that are perceived through the usage experience become important indicators that predict continuous behaviors of users.
Therefore, from the user’s perspective, this study attempted a multi-dimensional approach by reflecting characteristics that come from SNS usages. For users, SNS can be said to be the ‘tool of relation’ for ‘communicating’ online. In other words, for active and continuous usages of SNS, functional understandings of specific technologies such as PC and mobile equipments, as well as applications are required(Media Technology). Also, new relationships are formed in a virtual space, in addition to maintaining relationships(Relational Efficacy) and communication is carried by media on the network, instead of face to face communications with users(Communication Skill). In that context, multi-dimensional concept of ‘Virtual Competence’ was suggested based on related precedent studies. Also, the occurrence of network effects that generally appear in network products and services was verified for SNS as well. The study revealed that virtual competence and network effects have effects on users’ perceived values, and it was verified that perceived values and network effects have significant effects on continuous usage intentions of SNS.

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