Earticle

초록

영어

Recently the useage of Social Network Services(SNS) has increased more and more rapidly all over the world. With the development of Mobile Internet, a large amount of mobile application came into being, such as WeChat, the most popular SNS now in China. It has a huge number of registered users, but just only half of them are the "active users". In the framework of Perception/Emotion-Behavior and based on the extended ECM-ISC(Expectation Confirmation Model of IS Continuance), this research introduced some unique variables to a user satisfaction model focusing on perceived/emotional factors in WeChat by adopting the Maslow's hierarchy of needs, SNS fatigue and so on. In addition, the perceived/emotional factors have been divided into enabler factors and inhibitor factors to analyze the effect on continuance intention and actual useage behavior. Also the moderate effect of the habits has been discussed. An online questionnaire survey of 203 Wechat users was conducted to collect the data and the empirical validation to investigate technique was employed to examine the research model. From the empirical results, most of the hypotheses are supported.The result of this study provides guidance to the developers and operators of WeChat on how to improve enhance users’ satisfaction and loyalty.

목차

Abstract
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  2.1 SNS 개요
  2.2 웨이신은 어떤 서비스인가
  2.3 이론 고찰
  2.4 영향요인 분류: 긍정적/부정적—지각적/감정적
 Ⅲ. 연구설계
  3.1 연구모형
  3.2 가설설정
  3.3 연구변수의 조작적 정의
 Ⅳ. 실증분석
  4.1 자료수집 및 표본의 특성
  4.2 타당성 분석
  4.3 신뢰도 분석
  4.4 상관관계 분석
  4.5 연구가설의 검증
 Ⅴ. 결론
  5.1 연구결과 및 시사점
  5.2 연구의 한계점 및 향후 연구방향
 참고문헌

저자

• 장형 [ 전남대학 교, 일반대학원 전자상거래협동과정, 석사과정 ]
• 고준 [ 전남대학교, 경영학부, 교수 ]

참고문헌