모바일 소셜네트워크서비스 환경에서 지속 사용 의도의 선행 요인에 관한 연구: 신뢰와 프라이버시 우려의 역할
분야
사회과학 > 경영학
저자
김병수 ( Byoung Soo Kim )
발행기관
한국지식경영학회
간행물정보
지식경영연구 2012년, 제13권 제4호, 83~100페이지(총18페이지)
파일형식
0x500480.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    Given the prevalence of mobile social network services (SNS) such as Facebook and Kakaotalk, it has become important to understand user`s continuance behavior in a mobile SNS environment. Although trust and privacy concerns play a key role in SNS users` decision-making processes, most studies on SNS have shed little light on the effects of trust and privacy concerns on SNS continuance intention. In this regard, this paper developed an integrated model to deeply understand the key antecedents of user`s continuance intention to use mobile SNS by incorporating trust and privacy concerns into extended expectation-confirmation model. The proposed research model was tested by using survey data collected from 170 users who have experience with Kakaotalk. The findings of this study found that the proposed theoretical framework provides a statistically significant explanation of the variance in continuance intention of mobile SNS. The analysis results indicate that trust serves as the salient antecedent of continuance intention to use mobile SNS. However, it was found that privacy concerns negatively influence trust, whereas it is not significantly related to continuance intention of mobile SNS. The theoretical and practical implications of the findings were described.
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