• Journal of the Korea Convergence Society
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• v.11 no.11
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• pp.155-163
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• 2020

This study investigated experimentally how factors of SNS advertising attribute impact on advertising likeability and purchase intention according to use motive and use intensity of SNS. Firstly showing difference according to use motive of SNS, in user of motive to managing human relation, reliability of advertising contents has effect the largest and entertainment of advertising interest has effect also as important factor. In user of motive to sharing interest information, irritation of advertising on using SNS has effect the largest negatively and information of advertising's information offering capability has effect larger as positive factor. Next showing difference according to use intensity of SNS, in user of high intensity, reliability and information of advertising contents has effect larger than other factors. In user of low intensity, irritation of advertising has effect the largest negatively and other factors have effect very small. This results can provide a practical contribution that explains important factors in producing effective SNS advertising according to using behavior characteristics of SNS.

• Journal of Digital Convergence
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• v.15 no.12
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• pp.147-158
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• 2017

The purpose of this study is to investigate the determinants of the SNS usage time depending on SNS motive of the youth workers. Although previous studies revealed that there are many motivations for SNS usage, it is not known which factors determine usage time of each SNS motive. In this study, we constructed the unbalanced panel data of the Korean Education & Employment Panel data. Among three different SNS motives such as information exchange, social networking, and fun pursuit, gender, physical health, extraversion, and conscientiousness affected the usage of SNS when the motivation was information exchange. When it was personal connection, the size of organization, education, physical health, subjective happiness, job satisfaction, neuroticism, and agreeableness did. When it was fun & interest, foreign company, status of children, subjective happiness, and job satisfaction did. Based on the findings, we discussed theoretical and practical implications.

• Knowledge Management Research
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• v.19 no.2
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• pp.21-45
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• 2018

With the widespread use of smartphones and the development of information technology, an online service called SNS(social network service) has emerged, and as an increasing number of people began to use SNS, extensive research has been conducted on SNS. SNS is an important factor for adolescents who are developing social skills that help them to adapt to the society, and for adults who are stepping into the society. The present study investigates the effects of information search, self-disclosure, interaction, and playfulness, all of which are motivational factors for SNS use, on flow in SNS, and empirically analyzes the degree of these variables influence according to flow in SNS and individual's personal nature(extrovert, introvert). The analysis results showed that information search, self-disclosure, interaction, and playfulness were positively correlated with flow in SNS, and flow in SNS was positively correlated with social skills. The degree of influence varied depending on the individual's personal nature(extrovert, introvert). These findings may provide important insights for researchers studying SNS, SNS managers, and company officials using SNS.

• The Research Journal of the Costume Culture
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• v.26 no.4
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• pp.547-562
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• 2018

As social media penetrates more deeply into people's everyday lives, social commerce (a type of commerce that combines SNS features and possibility for commercial transactions) has enjoyed unprecedented growth. Shopping on Facebook is a representative example of social commerce platform that allows consumers to interact with other users, exchange information and purchase products without leaving a Facebook page. Social commerce presents great opportunities for marketers in terms of leveraging social aspects of shopping experience. It also offers a large potential for Korean companies to reach various target markets, as well as establish their presence abroad. Yet, acceptance of social commerce as a legitimate shopping channel has been slow, and consumers are still hesitant to shop via Facebook. This study draws on uses and gratification theory and the concept of perceived risk to examine how different motives for SNS use and the associated types of perceived risks can affect the purchase intention on the platform. Empirical data from 288 young users of Facebook were analyzed. Findings identified two main motives for SNS use: information-related motive and communication-related motive. Information-related motive significantly affected the intention to shop on Facebook, whereas communication-related motive did not have any significant influence. Risks associated with shopping via Facebook included delivery risk, security risk, social risk and economic risk. Overall, consumers perceived a higher level of security and social risk associated with shopping on Facebook. However, only social risk had a significant negative influence on the purchase intention. Awareness and previous experience of buying via social commerce platform positively affected consumers' purchase intention.

• Knowledge Management Research
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• v.15 no.2
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• pp.107-128
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• 2014

From old times, companies have created profits by developing business models utilizing their friendship with customers, so the relationships can be connected to the activity giving a gift. This activity of giving a gift is developed as the service of giving gifts via social network services (SNS) as the use of SNS and smart phones is recently increased in relation to that, this study set the online friendship desire and the SNS gift convenience as the intrinsic motive and the extrinsic motive of the SNS gift behavior, respectively. This study identified how the interactivity's sub factors influenced on the online friendship desire/SNS gift convenience by reorganizing the interactivity's sub factors in the mobile context. As the results of this study, it was found that the connectedness, the synchronicity and playfulness positively influenced on the online friendship desire for the SNS gift convenience, the only connectedness positively influenced on it. And it was identified that the SNS gift convenience and the online friendship desire positively influenced on the SNS gift intention. This study is academically meaningful in that it conducted an empirical research by focusing on the friendship desire in relation to the SNS gift. Besides, through the results of this study, the online friendship desire and the SNS gift convenience will have to be considered as providing any SNS gift service, and that is expected to create knowledge for SNS business model to companies.

• Culinary science and hospitality research
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• v.19 no.1
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• pp.121-138
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• 2013

The purpose of this study was to examine the structural relationships among the motives on Social Networking Service(SNS) of restaurants customers, attitude toward SNS, and intention to use. Using a quota sampling method, data were collected from 273 residents of the whole country who were in their 10~50s. The PASW Statistics 18.0 and AMOS 17.0 statistical package were used for the analysis. The hypothesized relationships of the model were tested simultaneously using a structural equation model(SEM). The proposed model provided an adequate fit to the data, ${\chi}^2$=287.558(df=155) p<.000, CMIN/df=1.855 GFI=0.905 NFI=0.887, IFI=0.944, TLI=0.931, CFI=0.943, RMSEA=0.056, RMR=0.025. The results showed that recreational motive(${\beta}$=0.238) and functional motive(${\beta}$=0.467) had a positive effect on the attitude toward SNS. Attitude had a positive effect on the intention of using SNS. The results enable the marketers of restaurants to develop SNS marketing strategies that motivate customers.

• Journal of Information Technology Applications and Management
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• v.20 no.2
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• pp.109-125
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• 2013

As the number of SNS users is increasing, it has been very important how companies use SNS strategically. As a result, studies have been performed for the utilization of SNS. Most of the studies, however, focused on the overall characteristics of SNS and did not consider the characteristics of individual SNS. This study classified the main purpose of SNS use as relation-oriented purpose and information-oriented purpose, and identified the types of SNS from two viewpoints : service type and openness. Based on the classification, this study identified the characteristics of Cyworld, Facebook, and Twitter respectively, and analyzed the difference of the purpose of SNS users according to the characteristics of each service. The results showed that more users had the information-oriented purpose in the order of Twitter, Facebook, and Cyworld. There was no difference in the relation-oriented purpose among the three services. The analyses of the motive to join a group or a party made similar results. The results of additional analyses showed that the ratio of users with many acquaintances was high in the order of Facebook, Twitter, and Cyworld. In addition, more users checked their timeline or news feed more frequently in the order of Facebook, Twitter, and Cyworld.

• Management & Information Systems Review
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• v.35 no.4
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• pp.99-122
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• 2016

The social networking services (SNSs) have become popular among smartphone users, and one of the most popular services. In order to explain users' motivations toward SNS, this study considers uses and gratification theory which can explain individuals' motivations to select certain media channels. The purposes of this study is to investigate the relationships between motivations and addiction of SNS, and between addiction of SNS and decline in the subjective wellbeing. We examine moderating effects of social tie based on the social capital theory in the relationships between SNS addiction and decline in the subjective wellbeing. The motivations of SNS are subdivided into emotional motive (entertainment and fantasy) and cognitive motive (information share burden and challenge burden) based on the use and gratifications theory. The addiction of SNS is subdivided into time tolerance, withdrawal symptoms, interruption, and barrier of living. The data used in this study were collected from 286 SNS users through surveys. The data analysis in this study was performed using AMOS 17.0, and we used SEM(Structural Equation Modeling) methods in order to test the research model. The result shows that the emotional motive(entertainment and fantasy) and cognitive motive(information share burden and challenge burden) have an effect on the addiction of SNS. Especially emotional motive such as entertainment and users' fantasy toward SNS is an important factor that can cause SNS addiction. The addiction of SNS such as time tolerance, withdrawal symptoms, interruption, and barrier of living has an effect on the decline in the subjective wellbeing. Our result show that social tie partially moderates the relationship SNS addiction and decline in the subjective wellbeing. In addition, social tie between interruption of SNS and decline in the subjective wellbeing is an important moderating factor. The results focuses on the understanding toward relationship between SNS addiction based on the online and decline in the subjective wellbeing in the real world. The findings of this study also provides theoretical as well as practical implications which reflect the major features of SNS, and moderating effects of social tie based on the social capital.

• Journal of the Korea Society of Computer and Information
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• v.19 no.10
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• pp.207-219
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• 2014

The purpose of this study was to investigate the effect of social media use motive and credibility on social capital. In particular, it explored the motivations for the use of most influential SNS in Korea, Facebook. The result of analysis showed that the use motive, information exchange and making relationship, influenced significantly on social capital. Second, the credibility of social media influenced significantly on social capital(bonding social capital and bridging capital).

• Asia-Pacific Journal of Business
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• v.9 no.4
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• pp.181-199
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• 2018

The purpose of this study is to verify the extended technology readiness and acceptance model according to the characteristics of technology for the continuous use motive of SNS users. In particular, we conducted a comparative study on the differences in technology readiness and acceptance model between countries through the empirical analysis of the users of SNS in Korea and China with different technological and cultural environments. The results of this study are as follows; First, Positive technology readiness index has a positive effect on performance expectancy, effort expectancy, social influence, and facilitating conditions, which are variables of UTAUT. Positive technology readiness also has a positive effect on Enjoyment, which is added in this study. Second, negative technology readiness index has negative effect on performance expectancy and social influence, which are variables of UTAUT. In addition, negative technology readiness index has not a significant effect on enjoyment, which was added in this study. Finally, the relationship between technology readiness index, motivation for technology acceptance, and continuously intention to use has a partially different influence on the Korean and Chinese users. Based on the results of this study, this study suggested academic implications and practical implications.