Earticle

초록

영어

This study tried to identify factors affecting online activity before and after the COVID-19 pandemic. To this end, the effects of consumer innovativeness, self-esteem, and need for cognition on the activity of online media such as Internet and social media were investigated, and whether privacy concerns had a moderating effect. For this study, survey data from 2019(before the outbreak of COVID-19) to 2021(after the outbreak of COVID-19) of the ’Korea Media Panel Survey’ surveyed by the Korea Information Society Development Institute was used for analysis. The research results that affect Internet activity are as follows. Before the outback of COVID-19, it was found that hedonic innovativeness and social innovativeness had a positive effect and cognitive innovativeness had a negative effect on increasing Internet activity. There was no moderating effect on privacy concerns. The period after the outbreak of COVID-19, need for cognition was found to have a positive effect on increasing social media activity. In addition, the moderating effect of privacy concerns was found in the relationship between need for cognition and Internet activity. There was no privacy concern effect before the outbreak of COVID-19, and the privacy concern effect appeared on functional innovation and need for cognition after the outbreak of COVID-19. This study aims to present various implications for companies to understand the characteristics of online consumers using the Internet and social media after the pandemic.

목차

Abstract
1. Introduction
2. Research Model
3. Research Hypothesis
3.1 Relationship between Consumer Innovativeness and Online Activity
3.2 Relationship between Self-esteem and Online Activity
3.3 Relationship between Need for Cognition and Online Activity
3.4 The Moderating Effect of Privacy Concerns
4. Methods
5. Research Analysis Results
5.1 Impact on Internet Activity before the COVID-19
5.2 Impact on Social Media Activity before COVID-19
5.3 Impact on Internet Activity after the COVID-19
5.4 Impact on Social Media Activity after COVID-19
6. Conclusion
References

키워드

저자

• Myung Gwan Lee [ Doctor, Graduate School of Entrepreneurship, Gyeongsang National University ] First Author
• Sang Hyeok Park [ Professor, Graduate School of Entrepreneurship, Gyeongsang National University ] Corresponding Author
• Seung Hee Oh [ Research Professor, Graduate School of Entrepreneurship, Gyeongsang National University ] Co-Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005