Earticle

초록

영어

The principal objective of this study was to develop and test a theoretical model of the effects of motivation factors on Social Networking Sites (SNS) usage behavior. We have utilized uses and gratifications theory as the underlying theoretical foundation to identify the factors that shape SNS usage behavior. The model was tested using AMOS, and the analysis result indicates that attitudes towards using SNS and outcome expectation are determined by difference motivation factors. Additionally, the results also suggest that the level of attitude towards using SNS and outcome expectation affect the degree of SNS usage. Moreover, this study also tests for moderating effects; the result demonstrates that the impact of motivation factors on SNS usage behavior differ across SNS user types. The model in this study has improved our understanding of SNS usage behavior, providing new theoretical insights into the successful design and implementation of SNS.

목차

Abstract
 Introduction
 Literature Review
  Review of Social Networking Sites
  Review of Uses and Gratifications theory
 Research Model
  Consuming Motivation
  Participating Motivation
  Producing Motivation
  Attitude towards Using SNS
  Moderating Effects
 Empirical Analysis
  Measurement Model
  Structural Model
  Hypothesis Testing
  Hypothesis Tests for the Moderating Effect of SNS User Types
 Discussion and Conclusion
 Implications
 Limitations and Further Research
 References

저자

• ChangSu Kim [ School of Business Administration, Yeungnam University ]
• HooiYin Low [ School of Business Administration, Yeungnam University ]

참고문헌