메뉴 건너뛰기
.. 내서재 .. 알림
소속 기관/학교 인증
인증하면 논문, 학술자료 등을  무료로 열람할 수 있어요.
한국대학교, 누리자동차, 시립도서관 등 나의 기관을 확인해보세요
(국내 대학 90% 이상 구독 중)
로그인 회원가입 고객센터 ENG
주제분류
인문학
인문학 일반 역사학 철학 종교학 어문학 기타 인문학
사회과학
사회과학 일반 경영학 관광학 교육학 군사학 문헌정보학 법학 사회학 신문방송학 심리과학 정치외교학 지리학 행정학 경제학 무역학 인류학 기타 사회과학
자연과학
자연과학 일반 물리학 생물학 생활과학 수학·통계학 천문학 지구과학 화학 기타 자연과학
공학
공학 일반 건축공학 기계공학 산업공학 재료·에너지공학 전기전자공학 조선해양공학 화학공학 컴퓨터학 기타공학
의약학
의학 일반 간호학 수의학 약학 한의학 기초의학 임상의학 기타 의약학
농수해양학
농수해양학 일반 농학 수산학 식품과학 임학 축산학 해상운송학 기타 농수해양학
예술체육학
예술 일반 디자인 미술 미용 사진 음악학 의상 체육 공연매체예술 기타 예술체육학
복합학
학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

ENG

추천
검색

논문 기본 정보

자료유형
학술저널
저자정보
김홍기 (Sauder School of Business, University of British Columbia) 손재열 (School of Business, Yonsei University) 서길수 (School of Business, Yonsei University)
저널정보
한국경영정보학회 Asia pacific journal of information systems Asia pacific journal of information systems 제22권 제3호
발행연도
2012.1
수록면
1 - 27 (27page)

이용수

표지
📌
연구주제
📖
연구배경
🔬
연구방법
🏆
연구결과
AI에게 요청하기
추천
검색

초록· 키워드

오류제보하기
Many companies have recently become interested in using social networking sites such as Twitter and Facebook as a new channel to communicate with their customers. For example, companies often offer "special deals" (e.g., coupons, discounts, free samples, etc.) to their customers who participate in promotions or events on social networking sites. Companies often make important announcements on their products or services on social networking sites. By doing so, customers are encouraged to continue to have relationships with companies on social networking sites and to recommend the companies' presence on social networking sites to other potential customers. Moreover, customers who keep close relationships with companies on social networking sites often provide the companies with valuable suggestions and feedback. For instance, Starbucks has more than 2 million followers on Twitter, and often receive suggestions and feedback for their product offerings and services from the followers on Twitter. Although companies realize potential benefits of using social networking sites as a channel to communicate with their customers, it appears that many companies have difficulty forging long-lasting relationships with customers on social networking sites. It is often reported that many customers who had followed companies on Twitter later stopped following them for various reasons. Therefore, it is an important issue to understand what motivates customers to continue to keep relationships with companies on social networking sites. Nonetheless, due attention has yet paid to this issue until recently. This study intends to contribute to our understanding on customers' intention to continue to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Specifically, we identify seven potential factors that customers perceive as important in evaluating their experience with companies on Twitter. The seven factors include similarity, receptivity, interactivity, ubiquitous connectivity, enjoyment, usefulness and transparency. We posit that the seven perception factors can affect the two types of satisfaction, emotional and cognitive, which can in turn influence on customers' intention to follow companies on Twitter and to spread positive word-of-mouth about companies on Twitter. Research hypotheses formulated in this study were tested with data collected from a questionnaire survey administered to customers who had been following companies on Twitter. The data was analyzed with the partial least square (PLS) approach to structural equation modeling. The results of data analysis based on 177 usable responses were generally supportive of our predictions for the effects of the seven factors identified and the two types of satisfaction. In particular, out results suggest that emotional satisfaction was strongly influenced by perceived similarity, perceived receptivity, perceived enjoyment, and perceived transparency. Cognitive satisfaction was significantly influenced by perceived similarity, perceived interactivity, perceived enjoyment, and perceived transparency. While cognitive satisfaction was found to have significant and positive effects on both continued following and word-of-mouth intentions, emotional satisfaction had a significant and positive effect only on word-of-mouth intention.
#IS Usage #Microblogging #Post-adoption Behavior #Continued Use #Word-of-mouth #Satisfaction

목차

등록된 정보가 없습니다.

참고문헌 (96)

참고문헌 신청
Alba, J. / 1997 / Interactive Home Shopping : Consumer, Retailier, and Manufacturer Incentices to Participate in Electronic Marketplaces / Journal of Markeinng 61(3):48~53 google schola Andrson, E. / 1998 / Commitment and Its Consequences in the American Agency System of Selling Insurance / Journal of Risk and Insurance 65(4):637~669 google schola Antheunis, M. L. / 2010 / Getting Acquainted through Social Network Sites : Testing a Model of Online Uncertainnty Reduction and Social Attraction / Computer in Human Behavior 26:100~109 google schola Arthur, C / Average Twitter Users Has 126 Follwers, and Only 20% of User Go via Website google schola Bagozzi, R.P / 1979 / Attitude Organization and the Attitude-Behavior Relationship / Journal of Personality and Social Psychology 37(6):913~929 google schola

이 논문의 저자 정보

최근 본 자료

전체보기

댓글(0)

0