Proceedings of the Korean Society of Computer Information Conference (한국컴퓨터정보학회:학술대회논문집)

Korean Society of Computer Information (한국컴퓨터정보학회)
권호 표지

Influences of Relationship Benefits of SNS on Brand Attitude

SNS의 관계적 혜택이 브랜드태도에 미치는 영향

  • Lee, Sangwon (Division of Information and Electronic Commerce, Wonkwang University) ;
  • Baek, Seunghee (Division of R&D Results Diffusion, Korea Institute of S&T Evaluation and Plannning)
  • 이상원 (원광대학교 정보전자상거래학부(정보과학연구소)) ;
  • 백승희 (한국과학기술기획평가원 성과확산실)
  • Published : 2013.07.17
Download PDF
⟨ Previous Next ⟩

Abstract

Supporting communications among users, Social Network has encouraged various information flows through relationships among them. This paper studies on mentality or attitude of Social Network Services (SNS for short) users, on the basis of Technology Acceptance Model (TAM for short) and then proposes so-called TAMS, Technology Acceptance Model for Social Network Services. SNS users make full use of SNS as channels in order to create, expand, and obtain some information related to personal concerns. We will research on how the benefits that users get by using SNS exert influence on user-perceived usability. The SNS-using benefits focus on relationship benefits that are formed by interactions among users. Provided that perceived usability affects mental or informational benefits according to involvement of SNS users, we will check how perceived usability or ease of use is connected to brand attitude.

Keywords