Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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I Use SNS, Because You Use SNS. The Effect of Social Conformity on Social Network Service Stickiness

친구따라 SNS한다? 소셜네트워크서비스(SNS)의 사회적 동조성(Social Conformity)을 중심으로

  • 박찬욱 (한국문화관광연구원 문화산업연구실) ;
  • 이신복 (서강대학교 경영전문대학원) ;
  • 김선조 (서강대학교 일반대학원 사회학과, 릿쿄대학교 사회학연구과)
  • Received : 2013.07.26
  • Accepted : 2013.11.29
  • Published : 2013.12.31
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Abstract

Recently, social network services (SNSs) most notably in Facebook, Twitter, Linkedin have became a worldwide sensation more than the other internet services. This study suggested social conformity theory is appropriate tools for diagnosis to rapid adoption and diffusion of SNSs. Based on previous research, we suggested three different aspects of social conformity:social imitation conformity, social connection conformity, and social comparative conformity. Namely conformity has positive effect on user's three kinds of commitment which called continuance, normative, and affective commitment. we investigated user's commitment to the SNSs have positive effects on user's stickiness intention. Finally, we presented useful implications related to academy and industry.

Keywords

References

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