기업의 SNS서비스 특성이 관계몰입과 온라인 구전의도에 미치는 영향에 관한 연구 – 이용 빈도를 조절효과로 -

목차 (Table of Contents)

• 요약
• Abstract
• 1. 문제제기 및 연구목적
• 2. 이론적 배경
• 2.1 SNS서비스의 특성
• 2.2 관계몰입(Relationship Commitment)
• 2.3 온라인 구전의도(on-line word-of-mouth)
• 2.4 트위터 이용 빈도(use of frequency)
• 3. 연구모형 및 가설설정
• 3.1 연구 모형
• 3.2 가설 설정
• 4. 연구방법 및 실증분석
• 4.1 자료수집 및 표본구성
• 4.2 구성개념의 타당성 및 신뢰도 검증
• 4.3 가설검증
• 5. 결론
• 5.1 연구결과의 요약 및 시사점
• 5.2 연구의 한계점 및 향후 연구방향
• REFERENCES

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