소셜네트워크서비스에 관한 대학생의 사용의도 탐색 연구: 대학 강의에서의 활용을 중심으로 = A Study on College Students` intention to utilize Social Network Service: Focusing on the Use of College Courses

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify the impact of personal innovativeness, attachment motivation, subjective norm, and habit on students’ intention to use SNSs in university. To examine this, this study proposes a model to predict the students’ intention to continue using SNS for learning in university. In this study, perceived usefulness, personal innovativeness, attachment motivation, subjective norm, and habit were considered exogenous variables; while perceived enjoyment, and attitude were considered as the moderating variables; and the intention to using SNSs for learning were considered as the dependent variable. Data from 278 undergraduate students were collected using structured questionnaires. Analytical results indicate that personal innovativeness, and attachment motivation positively affect perceived enjoyment and user attitude towards SNS usage in university. Perceived enjoyment is positively related to user attitude. This study produced additional practical implications.