Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Effects of SNS Quality and Purpose on SNS Discontinuance Intention

SNS 품질 및 이용 목적 관점에서의 SNS 이용 중단 의도

  • Lee, DongJoo (Division of Business Administration, Hansung University) ;
  • Kim, MyoungSoo (Department of Business Administration, Kangwon National University)
  • 이동주 (한성대학교 경영학부) ;
  • 김명수 (강원대학교 경영회계학부 경영학전공)
  • Received : 2018.05.30
  • Accepted : 2018.06.14
  • Published : 2018.06.30
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Abstract

Purpose: The purpose of this study is to propose useful suggestions by analyzing the impact of SNS quality and the pressure which comes from SNS usage objectives on SNS discontinuance intention. Methods: We developed a SNS user's discontinuance intention model in terms of SNS quality and pressure of SNS usage. Survey data of SNS users was analyzed using multi-regression analysis for testing hypotheses. Results: We found that information quality plays an important role in lowering the SNS discontinuance intention. In addition, it was founded that pressure of social networking and information processing are positively related with the SNS discontinuance intention. Conclusion: We expect that this research can provide theoretical and practical implications. As for theoretical, this study can suggest the insight on conceptualization of SNS fatigue in the further study. Regarding practical implication, service providers can make their service strategies based on understanding our analysis.

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