지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
Since social network service (SNS) has been widely used as a effective way for people to connect and communication with each other, the use of corporate SNS account also has increased. However, compared to a private SNS account, only few people have a continuous relationship with their corporate SNS account because the use of corporate SNS account tends to be one-time and temporary activity whenever the users just need events and information. Given the psychological side effects of using SNS, the relative lack of empirical studies on the impacts of emotional factor in SNS prevents the deeper understanding of the intention to continuous using corporate SNS account. Therefore, this study aims to explore key determinants of the intension to continuous using the corporate SNS account from a habit and emotional perspective. To bridge research gap, we attempt to divide emotional factor into the following 5 factors based on Mehrabian and Russell model (1974): intimacy, enjoyment (positive factor), privacy concern, anxiety (negative factor), arousal (arousal factor) and (dominant factor). The basic model is proposed to explore the effects of habit and emotional factors on the intension to continuous using the corporate SNS account. We then examine how the effects of habit and emotional factors differ depending on social media types (e.g., facebook and twitter). The results indicates that habit is related to emotional factors, and each emotional factor differently influences the intension to continuous using the corporate SNS account. The results also confirm that the effects of the habit and emotional factors on the intension to continuous using the corporate SNS account differ according to social media types. This study provides practical and useful guidance and the strategic marketing insight for managers in maintaining and improving the intension to continuous using the corporate SNS account.
목차
등록된 정보가 없습니다.
참고문헌 (30)
참고문헌 신청
Agarwal, R. / 2000 / Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage / MIS Quarterly 24 (4) : 665 ~ 694
Ajzen, I . / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50 (2) : 179 ~ 211
Bagozzi, R. P. / 1999 / The Role of Emotions in Marketing / Journal of the Academy of Marketing Science 27 (2) : 184 ~ 206
Bansal, G / 2010 / The Impact of Personal Dispositions on Information Sensitivity, Privacy Concern and Trust in Disclosing Health Information Online / Decision Support Syste
Bargh, J. A / 1989 / Unintended Thought / The Guilford Press : 3 ~ 51
Ajzen, I . / 1991 / The Theory of Planned Behavior / Organizational Behavior and Human Decision Processes 50 (2) : 179 ~ 211
Bagozzi, R. P. / 1999 / The Role of Emotions in Marketing / Journal of the Academy of Marketing Science 27 (2) : 184 ~ 206
Bansal, G / 2010 / The Impact of Personal Dispositions on Information Sensitivity, Privacy Concern and Trust in Disclosing Health Information Online / Decision Support Syste
Bargh, J. A / 1989 / Unintended Thought / The Guilford Press : 3 ~ 51
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