Journal of the Korea Knowledge Information Technology Society (한국지식정보기술학회논문지)

Korea Knowledge Information Technology Society (한국지식정보기술학회)
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The Effects of Perceived Interactivity and Risk on the User Satisfaction and Continuance Use Intention in SNS

SNS 사용자의 지각된 상호작용성 및 위험이 만족과 지속사용의도에 미치는 영향

  • Published : 2012.12.31
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Abstract

The Primary Purpose of this study is to identify the determinants of the users' satisfaction and continuance use intention in SNS. This study has identified three dimensions in the concept of perceived interactivity, such as user control, two-way communication, and responsiveness, and four dimensions in the concept of perceived risk, such as privacy risk, social risk, psychological risk, and time loss risk. A total 355 usable survey responses of SNS users have been employed in the analysis. The major findings from the data analyses are as follows. Firstly, perceived interactivity had a positive influence upon perceived usefulness, perceived playfulness, and satisfaction. Secondly, perceived risk had a significant influence upon perceived playfulness, however, perceived risk had not a significant influence upon perceived usefulness and satisfaction. Thirdly, perceived usefulness and playfulness had a positive influence upon satisfaction. Lastly, perceived usefulness, satisfaction, and perceived playfulness had a positive relationship to continuance use intention. Based on these results, managerial and theoretical implications are discussed, and further research issues are suggested.

본 연구의 주목적은 SNS 사용자의 만족과 지속사용의도에 영향을 미치는 특성요인을 구체화 해 보는 것이다. 본 연구에서는 SNS 사용자의 만족과 지속사용의도에 영향을 미칠 것으로 예상되는 특성요인으로 사용자 통제성, 양방향 커뮤니케이션, 반응성 등을 포함하는 지각된 상호작용성과 프라이버시 위험, 사회적 위험, 심리적 위험, 시간적 위험 등을 포함하는 지각된 위험의 두 가지 범주를 도출하였다. 설문조사 결과, 355명의 SNS 사용자로부터 자료가 수집되었으며, 이들 자료를 대상으로 실증분석을 실시한 결과를 요약해 보면 다음과 같다. 첫째, 지각된 상호작용성은 지각된 유용성 및 위험, 만족 모두에 긍정적인 영향을 미치는 것으로 밝혀졌다. 둘째, 지각된 위험은 지각된 즐거움에는 유의한 영향을 미치는 반면 지각된 유용성과 만족에는 별다른 영향을 미치지 못하는 것으로 나타났다. 셋째, 지각된 유용성과 즐거움은 모두 만족에 긍정적인 영향을 미치는 것으로 밝혀졌다. 마지막으로, 지각된 유용성 및 즐거움, 만족은 모두 지속사용의도에 긍정적인 영향을 미치는 것으로 밝혀졌다. 본 가설검정 결과를 토대로 관리적 학문적 시사점과 향후 연구방향에 관하여 논하였다.

Keywords

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