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The Market Positioning Analysis of Social Network Services
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소셜 네트워크 서비스 간 유사성과 서비스 선호도에 관한 포지셔닝 분석

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Type
Academic journal
Author
Jeongmi Yoon (서울여자대학교) Jungsu Yim (서울여자대학교)
Journal
Korean Association for Broarding & Telecommunication Korean Journal of Broadcasting and Telecommunication Studies Vol.26 No.3 KCI Excellent Accredited Journal
Published
2012.5
Pages
416 - 457 (42page)

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The Market Positioning Analysis of Social Network Services
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Abstract· Keywords

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This study presented the positioning maps of social network services by using the strategic positioning analysis method. First, we analyzed the similarity between the pairs of the services(cyworld, twitter, facebook, me2day, kakaotalk) according to the six properties drawn on the basis of the previous studies on online media services. Second, this study conducted the multi-regression analysis to verify the effects of users’ evaluation of properties on their preferences on the services. In a majority of property levels, cyworld and twitter are differentiated from me2day and facebook. In a few properties, twitter and cyworld are differentiated from me2day and cyworld, or facebook and cyworld. Twitter is more likely to disseminate social and political opinions, and mobilize people in political or social movements. Cyworld is mainly used for keeping a private diary, but it is exposed to the public information because it is provided by the portal service(nate.com). On the other hand, facebook and me2day are more likely to be used for personal communication or interactive entertainment. Kakaotalk tends to be used as a substitute for a personal email or SMS, but its future is indeterminate because it is quite a brand new service.
#소셜 네트워크 서비스(SNS) #포지셔닝 맵 #다차원척도법 #싸이월드 #카카오톡 #트위터 #페이스북 #미투데이 #Social Network Services(SNS) #Positioning Map #MDS #Cyworld #Kakao Talk #Twitter #Facebook #Me2day

Contents

1. 문제제기
2. 이론적 배경
3. 연구방법
4. 분석결과
5. 토의 및 결론
참고문헌
Abstract

References (52)

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2. [보고서] - 강안구 / 2009 / 마이크로블로깅 서비스 이용행태 분석 및 이용자 자율규제 연구 google schola 3. [학술지(정기간행물)] - 권상희 / 2005 / 블로그(Blog) 미디어 연구 블로그 이용 및 만족과 인지 행태에 관한 연구 / 한국방송학보 19 (2) : 419 ~ 460 dbpia 8. [학술지(정기간행물)] - 김화동 / 2002 / 인터넷 포털사이트들의 포지셔닝 이미지 차이에 관한 연구 / 한국광고학보 4 (4) : 123 ~ 145 google schola 9. [기타자료] - / 2011 / 선거 기간 트윗 1억건, 정치 판도 바꾼다 / 미디어오늘 google schola 10. [학술지(정기간행물)] - 박광순 / 2004 / 인터넷의 웹블로그(Web-blog) 이용동기와 만족도에 관한 연구: 대학생 집단을 중심으로 / 한국언론학보 48 (5) : 270 ~ 294 dbpia

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