소셜네트워크서비스(SNS)의 탐닉적 이용동기 및 확산에 관한 연구

초록

Social network services(SNSs) have been adopted and diffused by a variety of individuals and organizations across a broad array of society in economy, politics, and culture. Given the increasing importance of SNSs, this study identifies a consumer's hedonic SNSs using motivation as a key factor for the unprecedented intensity and speed of SNSs adoption and diffusion. A structural equation model is developed by including ten constructs and tested their relations among SNSs users. It is expected that the SNS engagement, caused by hedonic motivation of SNS, lead to intensive adoptions and the consequent dispersal of the adoptions by the users, in order to maximize their hedonic experiences, lead to SNS commitment. The authors discuss the implications of the findings for theory and practice.

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