한국과 중국 SNS 이용자의 지속적 이용의도의 영향요인에 관한 비교 연구

• 영문명: A Comparative Study on the Influencing Factors of Continuous Use Intention of Korean and Chinese SNS Users : Focused on the Technology Readiness and Acceptance Model
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 윤성준(Sung Joon Yoon) 오종철(Jong Chul Oh)
• 간행물 정보: 『아태비즈니스연구』제9권 제4호, 181~199쪽, 전체 19쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2018.12.30

영문 초록

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.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

Social Network Service Technology Readiness and Acceptance Model Technology Readiness Index UTAUT