SNS 이용자 잠복행동의도에 영향을 미치는 요인

• 영문명: Factors Associated with SNS Users’ Lurking Intention
• 발행기관: 한국무역연구원
• 저자명: 황윤용(Yoon-Yong Hwang) 이국용(Kook-Yong Lee)
• 간행물 정보: 『무역연구』제14권 제5호, 475~488쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.10.31

영문 초록

This paper seeks to confirm the relationships of SNS users’ lurking behavior and user personal attributes such as enjoyment in helping others, innovativeness and positive experiences. To address this research problem, literature review on lurking behavior and online knowledge contribution studies was conducted. We rearranged the past studies from a theoretical perspective and a proposed model was derived to explain the relationships among the variables. Using the collected data from 196 SNS users, the PLS (Partial Least Square) modeling method was executed. Empirical test results showed the following. Apathy, risk of privacy and expectation of rewards affect user intention to lurk in SNS directly. Moreover, enjoyment in helping others, innovativeness and positive experiences indirectly influence intention to lurk via apathy, risk of privacy and expectation of rewards.

목차

Ⅰ. 서론

Ⅱ. 선행연구 및 연구가설

Ⅲ. 연구모형과 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Apathy Enjoyment in Helping Others Expectation of Rewards Innovativeness Intention to Lurk Positive Experience Risk of Privacy