Hedonic or Utilitarian : Why People Keep Using Social Network Services

• 발행기관: 한국IT서비스학회
• 저자명: Se yoon Lee Jun Gi Park Hye jung Lee Jung suk Oh Jung woo Lee
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제14권 제2호, 355~373쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.06.30

영문 초록

Social networking services (SNSs) serve to strengthen people's social relationships by providing ways for people to utilize such relationships especially like workplace. With the development of the internet worldwide, the number of SNS users is rapidly growing and a wider range of service types have become available. In this study, we designed a research model with a focus on what makes people use SNSs at workplace and how it is associated with changes in relationship quality and their intention to continue using the services and analyzed data collected for the research model. Theoretically, intrinsic and extrinsic motivation was invoked and measured, in terms of hedonic and utilitarian values, and satisfaction and trust were adopted as variables of relationship quality. Data were collected from Facebook users using workplace, and a partial least squares (PLS) analysis was made on 188 data points. The analysis results showed that two forms of motivation-hedonic and utilitarian-are separated from each other in their influence and that utilitarian value is more important than hedonic value, especially when it comes to users' satisfaction. In addition, the analysis found a weak relationship between satisfaction and trust in SNS environments; this was a little different from the results of previous studies.

목차

Abstract

1. Introduction

2. Theoretical Background

3. Research Model and Hypotheses

4. Methodology and Data Collection

5. Analysis of the Results

6. Conclusions and Implications

References

키워드

SNS Hedonic Value Utilitarian Value Continuous Use Intention Facebook