SNS상에서의 자기표현행위가 오프라인 대인관계 및 지속사용의도에 미치는 영향 분석 연구

사회과학 > 경영학
마은정 ( Eun Jung Ma ) , 한상연 ( Sang Yun Han ) , 배성주 ( Sung Ju Bae )
지식경영연구 2013년, 제14권 제2호, 25~48페이지(총24페이지)
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    SNS is one of the fastest service entering in mature stage. But now there are not any empirical analysis the effect of SNS from user point of view. In this paper, we investigate the effect of self presentation on SNS to interpersonal relation and intention to use. we set online presentation self-efficacy and involvement as two antecedent factors. And we suggest that the purposes of using SNS be Image improvement and knowledge contribution. The change of interpersonal relation in offline is set a result of using SNS and a mediating variable between online self-presentation and intention to use. In the results, firstly, we confirmed that the online presentation self-efficacy and involvement are predisposing factors for online self-presentation on SNS in the positive direction. Secondly, the using SNS has significantly positive effect on the change of interpersonal relation. Especially, the improvement of interpersonal relation is originated from image improvement and knowledge contribution. Thirdly, the improvement of interpersonal relation have also significantly more higher effect on the intention of use.
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