Earticle

초록

영어

This paper examines user's loyalty to social network sites (SNS) from switching costs (SC) incurred by both technology and social factors. We propose a research model specifying that the perceived values of resources of the factors affect the SC and the SC determine user's loyalty. Empirical results show that technology variables of ease of use and privacy controllability, and social variables such as network size, usefulness of SNS activities, and awareness of network status have significant effect on SC. In particular, ease of use is negatively associated with SC. Since it is shown that in overall the impact of social factors is stronger than that of technology factors, we can interpret that technological superiority itself does not lead to the success of SNS. Contributions of this paper are: 1) application of SC in SNS research from the resource based perspective, which can be used for developing strategies of sustainable SNS, and 2) provision of different perspective toward the variable of ease of use, which has been considered an important factor of technology acceptance.

목차

Abstract
 1. Introduction
 2. Theoretical Background
  2.1 Social Network Sites
  2.2 From technology acceptance to technology embracement in SNS
  2.3 Switching costs
  2.4 Loyalty
 3. The model and hypotheses
  3.1 Basis of research model
  3.2 Hypotheses
  3.3 Research framework with hypothesized causality
 4. Method and analysis
  4.1 Sample
  4.2 Survey instruments
  4.3 Data Analysis
 5. Interpretations
 6. Conclusion and comments
 References

키워드

저자

• Su-Hyeon Namn [ 남수현 | Professor, Dept of MIS, Hannam Univ. ] Corresponding Author
• Chul-Ho Jung [ 정철호 | Inviting Professor, Dept of Technical MIS, Woosong Univ. ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  디지털융복합연구 [Journal of Digital Convergence]

• 간기

  계간

• pISSN

  2713-6434

• eISSN

  2713-6442

• 수록기간

  2003~2026

• 등재여부

  KCI 등재후보

• 십진분류

  KDC 569 DDC 620