사회적 지원기능이 브랜드 개설 SNS 페이지 소비자 수용에 미치는 영향에 관한 연구

Title
사회적 지원기능이 브랜드 개설 SNS 페이지 소비자 수용에 미치는 영향에 관한 연구
Other Titles
The Influence of Social Supports on Intention to Use of Brands' SNS Page
Author(s)
이윤재이정훈[이정훈]
Keywords
SNS(Social Network Service); Brand’s SNS Identity Page; Media Sociability; Social Support
Issue Date
201503
Publisher
한국데이타베이스학회
Citation
Journal of Information Technology Applications & Management, v.22, no.1, pp.18 - 31
Abstract
Many companies are now trying to utilize SNS (social network service) by building it as marketing communication platform that delivers marketing messages and builds customer relationship. This study investigates the factors affecting consumers' intention to use of brand's SNS identity page (e.g., fan page in Facebook). It specifically focuses on four social support functions -self-esteem, informational, emotional and social networking support-in virtual space. Research model attempts to explore the impact of social supports on brands' SNS identity page adoption with modified technology acceptance model which includes perceived usefulness, ease of use and enjoyment. Empirical study adopts SEM (structural equation modelling) to test research model. The result indicates that perceived ease of use is influenced by informational support, and perceived usefulness is influenced by informational, emotional, and self-esteem support. And perceived enjoyment is influenced by emotional support. In addition, it reveals that there were no significant effects of social networking support on both perceived usefulness and enjoyment. These findings provide managerial implications for attracting potential and actual customers to brand's SNS identity page. And it also suggests the importance of managing sociability in brand's SNS identity page to make it as marketing communication platform.
URI
http://hdl.handle.net/YU.REPOSITORY/32910
ISSN
1598-6284
Appears in Collections:
경영대학 > 경영학과 > Articles
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