The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Empirical Study of the Influences of Motives for Using SNS on Relational Capital of SNS and Continuous Usage of SNS

SNS의 이용동기가 SNS의 사회적 자본과 지속적 사용의도에 미치는 영향에 관한 실증연구

  • 오은해 (대구한의대학교 통상경제학부) ;
  • 이정화 (대구한의대학교 글로벌관광학부) ;
  • 이정애 (대구한의대학교 상담심리학과)
  • Received : 2019.02.13
  • Accepted : 2019.03.19
  • Published : 2019.04.28

Abstract

The purpose of this study is to empirically address the influences of motives for using SNS on relational bridging and relational bonding in SNS and motives for continuous use SNS by applying the concepts of bonding and bridging, defined in the social capital theory, and major motives for using SNS are classified into three categories-social, information, and recreation categories - based on the previous studies and the usage and gratification theories. Through this study, it was revealed that motives of all these three categories-social, information, and recreation categories-have significant influences over relational bridging and relational bonding in SNS while relational bridging and relational bonding in SNS have significant influences over consistent motives for using SNS so the hypothesis of this study is accepted. It was also proven that motives of all these three categories - social, information, and recreation categories-for using SNS are important factors for creating new communities or expand relationships with other SNS users sharing similar interests. In addition, it was found that SNS users constantly use SNS to build relationships that could create a strong bond between individuals and receive emotional supports when necessary and to expand its own network by creating new relationships with other SNS users.

Keywords

SNS;Relational Capital;Bridging;Relational Bonding;Continuous Usage

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그림 1. 연구 모형

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그림 2. 연구 결과

표 1. SNS의 이용동기에 관한 선행연구 정리

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표 2. SNS의 관계 연결 및 관계 결속에 관한 선행연구

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표 3. 측정 항목

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표 4. 인구통계분석

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표 5. 확인적 요인분석

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표 6. 모형 적합도

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표 7. 가설검정 결과

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