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.
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This paper examines user's loyalty to social network sites (SNS) from switching costs (SC) incurred by both technology and social factors. We propose a research model specifying that the perceived values of resources of the factors affect the SC and the SC determine user's loyalty. Empirical results show that technology variables of ease of use and privacy controllability, and social variables such as network size, usefulness of SNS activities, and awareness of network status have significant effect on SC. In particular, ease of use is negatively associated with SC. Since it is shown that in overall the impact of social factors is stronger than that of technology factors, we can interpret that technological superiority itself does not lead to the success of SNS. Contributions of this paper are: 1) application of SC in SNS research from the resource based perspective, which can be used for developing strategies of sustainable SNS, and 2) provision of different perspective toward the variable of ease of use, which has been considered an important factor of technology acceptance.
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참고문헌 (28)
참고문헌 신청
Acquisti,A. / 2005 / Information Revelation & Privacy in Online Social Networks - The Facebook case) / In Proceedings of the 2005 ACM Workshop on Privacy in the Electronic Soci
Allen,S. / / Facebook Flops in ACSI E-Business Report
Anderson,J. / 1988 / Structural Equation Modeling in Practice:A Review and Recommanded Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~ 423
Berry,M.J. / 2004 / Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management / Wiley
Boyd,D. / 2008 / Social Nettwork Sites:Definition,History,and Scholarship / Journal of Computer-Mediated Communication 13 : 210 ~ 230
Allen,S. / / Facebook Flops in ACSI E-Business Report
Anderson,J. / 1988 / Structural Equation Modeling in Practice:A Review and Recommanded Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~ 423
Berry,M.J. / 2004 / Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management / Wiley
Boyd,D. / 2008 / Social Nettwork Sites:Definition,History,and Scholarship / Journal of Computer-Mediated Communication 13 : 210 ~ 230
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