Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Impacts of Small and Medium Enterprises' Recognition of Social Media on Their Behavioral Intention and Use Behavior

중소기업의 소셜미디어에 대한 인식이 활용의도 및 실제 활용에 미치는 영향 - 기업특성의 조절효과를 중심으로 -

  • 이정우 (한국산업기술평가관리원) ;
  • 김은홍 (국민대학교 경영학부)
  • Received : 2015.03.09
  • Accepted : 2015.03.13
  • Published : 2015.03.31
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Abstract

Recently, as the number of smart-phone users has been rapidly increased, enterprise managers have a keen interest in business application of social media. Most previous studies have focused on perspective of the individual unit of analysis instead of enterprise level unit. The study is focused on the relationship between the enterprises' recognition and behavioral intention (and use) about social media application. The purpose of this study is to develop the model of small and medium enterprises' social media application, and to find the factors affecting their behavioral intention or use behavior. The moderating effects of four corporate characteristics on the relationship between the enterprises' recognition and behavioral intention are also examined. We surveyed 900 corporate staffs and received 203 responses. After questionnaires with unreliable responses had been excluded, 182 effective samples were used in the final analysis. The findings suggest that Performance Expectation, Social Influence, Facilitating Conditions significantly affect Behavioral Intention of social medea, and Behavioral Intention affects USE. Furthermore, some corporate characteristics have moderating effect on the relationship between recognition of social media and Behavioral Intention.

Keywords

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