Journal of the Korean Society for information Management (정보관리학회지)

Korean Society for Information Management (한국정보관리학회)
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Exploring Factors Influencing Users' Continuance Intention in Social Networking Sites

사회네트워킹 사이트 이용자 지속의도에 영향을 미치는 요인에 관한 탐구

  • Published : 2008.12.31
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Abstract

The success of social networking sites (SNSs) may depend on many factors. Continuance use of SNSs is one of these. Especially, in the Web environment where users can leave one service with a single mouse click, maintaining existing members cost much time and efforts. Without continuance use of SNSs, SNS-based service would not create any value. This study focused on identifying factors influencing users' continuance intention in SNSs. Based on relevant literature review, six influencing factors were initially identified. They were reputation, relational capital, knowledge quality, compatibility, personalization, and satisfaction. Web-based questionnaire survey was conducted and a total of 325 usable responses were collected. Reliability test and two rounds of exploratory factor analyses resulted in identifying five factors. The relationship between the factors and the continuance intention was tested by using multiple regression analyses. The analyses revealed that satisfaction was the most significant factor. Knowledge quality and relational capital also had significant effects while reputation and personalization did not have significant effect on continuance intention. Instead, reputation and personalization showed significance in influencing satisfaction.

사회네트워킹 사이트(SNS)의 성공은 많은 요소에 의존한다. SNS의 지속적인 이용은 그 중 하나이다. 특히, 이용자가 손쉽게 다른 서비스로 전환할 수 있는 웹 환경에서는 기존 이용자들을 관리하는데 많은 시간과 노력이 소요된다. 이런 점에서, SNS의 지속적인 이용 없이는 SNS를 기반으로 하는 서비스는 가치창출에 실패하게 될 것이다. 본 연구는 SNS 이용자 지속의도에 영향을 미치는 요인들을 발굴하는데 목적이 있다. 초기단계로서, 관련 문헌연구를 통해서 여섯 개의 영향요인을 발굴하였다. 이들은 평판도, 관계적 가치, 지식품질, 적합성, 개인화, 만족도 이다. 미국 대학 및 대학원생을 대상으로 웹 설문조사를 수행하여 총 325개의 활용 가능한 데이터를 수집하였다. 신뢰도 검사와 두 차례의 탐험적 요인분석을 수행하여 다섯 개의 최종 영향요인을 발굴하였다. 영향요인들과 지속의도의 관계를 밝히기 위해서 회귀분석을 또한 수행하였다. 만족도가 가장 유효한 요인이었으며 지식품질과 관계적 가치도 유효한 요인이었다. 그러나 평판도와 개인화는 지속의도에 유효한 영향을 미치지 않았다. 대신에 이들의 만족도에 대한 영향은 유효하였다.

Keywords

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