사이트 품질, 개인적 특성 및 관계 혜택이 관계 품질을 매개로 소셜네트워크서비스 지속사용의도에 미치는 영향

Abstract

Recently, the popularity of Social Network Service (SNS) along with the spread of smart phone, personal computer and tablet PC helps personal network to construct new forms of services in cyberspace. As such, SNS plays a significant role in constructing diverse online networks and there is a growing interest on SNS at societal level. In this vein, the purpose of the research was to find the factors affecting the continuance intention to use social network services. The major findings are summarized as follows. First, System Quality, Contents Quality, Personal Innovativeness, Self-Efficiency, Honor Benefit has significant effects on Relationship Quality. Yet, Economic Benefit is not statistically significant on Relationship Quality. Second, Relationship Quality has a significant effect on Continuous Usage Intention. Last, our research discovered the relationship between exogenous variables which would serve as valuable inputs in the development of strategic guideline and plan for SNS companies and related services.