SNS 사용자의 정보품질과 관계품질이 신뢰, 몰입 충성도에 미치는 영향에 관한 연구
The effect of Information and Relationship Quality on Trust, Flow and Loyalty for SNS Users
v, 84 p.
SNS 정보품질 관계품질 신뢰 몰입 충성도;
- 원문 URL
In recent years, SNS(Social Network Service) have increasingly gained popularity. With the development of forth generation(4G)mobile technologies, SNS(Social Network Service) is using around the world. A little research has examined the effect of flow experience on SNS user's information quality. The purpose of this research is to examine the effect of information and relationship quality on trust, flow, and royalty for SNS users. Based on a theoretical background, this research investigates whether flow experience has a significant effect on SNS user's loyalty. Previous studies have used information technology adoption theories such as TAM(Technology Acceptance Model) to examine the factors affecting on SNS user behavior. After reviewing the SNS-related literature, the research framework was developed and some hypotheses were proposed. This study conducted empirical analysis to verify hypotheses and finally collected 200 questionnaires from K University students who was experiencing the Facebook. As a results of multiple regression analysis, this study would be concluded as follows. First, information quality (security, accuracy, tangibility, and usefulness) had a significant influenced on trust. Second, relationship quality(self-identification) and information quality(tangibility, accuracy) had a significant influenced on flow. Third, trust and flow affected significantly on SNS user's loyalty. Especially, trust has a larger effect on user's loyalty. In addition to the regression analysis, structural equational model was used to test the direct and indirect effects between independent and dependent variables. By using the Amos 19.0, we could find that usefulness, security, and accuracy influenced on trust and usefulness, accuracy, and self-identification influenced on flow. Finally, trust and flow influenced on SNS user's loyalty. This research has some limitations. First, it is hard to generalize the results of this study, because we selected university students as our sample. Second, this is based on a cross-sectional study. However, user's behavior is dynamic and the factors affecting their usage behavior may change as well. Thus a longitudinal research may provide more insights into user's behavioral development. Future research could expand to include both extrinsic and intrinsic motivation of SNS user behavior in order to understand the flow experience more thoughtfully.