SNS 피로가 사용중단 의도에 미치는 영향에 대한 자기공개 욕구의조절효과에 관한 연구 = The Moderating Effect of Self-disclosure on the Influence of Fatigue on Discontinuance Intention in Social Networking Services

다국어 초록 (Multilingual Abstract)

Social networking services (SNSs) h ave already been deeply ingrained into our daily life. However, it has been often reported that many users have experienced negative feelings for the usage of SNSs. Accordingly, this stu dy focuses on revealing what factors make users have Discontinuance int ention and in what mechanisms those factors work. Our results indicate that all the following stressors of complexi ty, social overload, and information o verload increase SNS fatigue. Furthe rmore, we found out that the desire of self-disclosure in which individuals express their own thoughts, feelings, and experiences voluntarily and inten tionally to others mitigates the influence of SNS fatigue on Discontinuance int ention, as a moderator. The findings of this study are expected to help SNS providers develop strategies to impro ve their services for effective user ret ention.

국문 초록 (Abstract)

SNS는 이제 우리의 일상생활 속에 깊숙이 자리 잡고 있다. 그러나 최근 SNS으로 인한 사용자들의 부정적인심리적 경험들이 종종 보고되고 있다. 따라서 본 연구에서는 SNS 사용자들이 SNS 사용중단에 이르는 과정에주요한 역할을 하는 요인들은 무엇이며, 그것들은 어떤 메커니즘으로 작동하는지를 밝혀보고자 하였다. 연구결과, SNS 스트레스 유발요인들인 복잡성, 사회적 과부하, 정보 과부하 요인들이 모두 SNS 피로를 증가시키는것으로 나타났다. 또한 개인이 생각, 감정, 및 경험 등을 자발적이고 의도적으로 다른 사람들에게 드러내고자하는 자기공개 욕구가 SNS 피로가 사용중단 의도에 미치는 영향을 감소시키는 조절변수 역할을 한다는점을 밝혀냈다. 이러한 연구 결과는 SNS 사용자들이 효과적인 고객 유지를 위한 서비스 향상 전략을 개발하는데 도움이 될 수 있을 것으로 기대된다.

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