사용자제작콘텐츠(UCC) 이용자의 수용 후 행동 모델 분석 = Analysis on the Post Acceptance Behavior Model in User Created Contents(UCC)

다국어 초록 (Multilingual Abstract)

The primary objective of this paper is to examine post acceptance behavior model in UCC services. Based on the relevant literature reviews, this study posits six characteristics, that is, expectation confirmation, perceived usefulness, perceived enjoyment, satisfaction, and continuance intention as key variables to describe the post acceptance behavior model in UCC services. Then we constructed a research model and hypotheses about relationship between these variables. A total 286 usable survey responses of UCC service users have been employed in the analysis.
The empirical results of this study are summarized as follows.
Firstly, expectation confirmation has a positive effect on the perceived usefulness, perceived enjoyment, and satisfaction. Secondly, perceived enjoyment has a positive effect on the satisfaction. Lastly, perceived usefulness, perceived enjoyment, and satisfaction have a positive effect on the continuance intention.
These results will be helpful for the UCC services sector to further develop service delivery strategies for strengthening the ongoing relationship with customers. Finally, some possible limits of the present research and future directions for such research were discussed.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경
• 3. 실증연구 설계
• 4. 분석 결과 및 논의
• 5. 결론
• 참고문헌
• 저자소개

참고문헌 (Reference)

1 서호철, "헤도닉 정보시스템의 지속적인 사용에 관한 연구: UCC를 중심으로" 한국경영정보학회 17 (17): 25-53, 2007

2 강희택, "쾌락적 정보시스템의 지속적 사용의도에 영향을 미치는 요인에 관한 연구" 한국경영정보학회 8 (8): 153-174, 2006

3 전방지, "콘텐츠 창조와 플로우:동영상 UCC 이용 동기" 한국콘텐츠학회 8 (8): 222-235, 2008

4 김연정, "소비자의 기술혁신 수용유형과 동영상 UCC 서비스 참여수준" 한국가정관리학회 27 (27): 209-220, 2009

5 유선심, "국내 UCC 시장 동향" 9 (9): 36-39, 2007

6 정영수, "개인 커뮤니티의 지각된 특성이 만족 및 지속적 사용의도에 미치는 영향에 관한 연구" 한국정보시스템학회 16 (16): 133-159, 2007

7 Van der Heijden,H, "User Acceptance ofHedonic Information Systems" 28 (28): 695-704, 2004

8 Bhattacherjee,A, "Understanding InformationSystems Continuance：An Expectation-Confirmation Model" 25 (25): 351-370, 2001

9 임순옥, "UCC의 국내외 동향" 19 (19): 48-52, 2007

10 오창규, "UCC 수용에 있어 개인의 정보선호 유형과정보 품질이 미치는 영향" 한국인터넷전자상거래학회 7 (7): 163-183, 2007

11 강소라, "UCC 서비스 이용 연구: 기술수용모형과 감정차원 연구를 중심으로" 한국IT서비스학회 6 (6): 1-26, 2007

12 엄명용, "UCC 비즈니스 유형 및 활성화 장애요인 연구" 한국콘텐츠학회 7 (7): 120-129, 2007

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16 Chea,S, "Post-AdoptionBehaviors of E-Service and Emotion" 12 (12): 29-56, 2008

17 Lin,C.S, "IntegratingPerceived Playfulness into Expectation-Confirmation Model for Web PortalContext" 42 (42): 683-693, 2005

18 Gerpott,T, "Customer Retention,Loyalty,and Satisfactionin the German Mobile Celluler TelecommunicationsMarket" 25 : 249-269, 2001

19 Chung,F, "Antecedents ofPerceived Playfulness：An ExploratoryStudy on User Acceptance of General Information-Searching Websites" 41 : 869-881, 2004

20 Bhattacherjee,A, "An Empirical Analysisof the Antecedents of Electronic Commerce Service Continuance" 32 : 201-214, 2001