Abstract
This study addresses the effects of social multimedia network service quality on user satisfaction and prosumer activity by analyzing data from 400 Korean sports game and event enthusiasts who are social networking service (SNS) users. We also examine the mediating role of value in the relationship between SNS information service quality and prosumer activity. The findings show that trust, interactivity, and search convenience, which are sub-constructs of SNS information service quality, positively influence value and that trust and accuracy are positively associated with user satisfaction. Further, while value has a positive effect on user satisfaction and prosumer activity, user satisfaction has a positive effect on prosumer activity. We also find that value has a partial mediating role in the relationship between SNS information service quality and prosumer activity. In our conclusion, the implications of our findings for future research and practice are discussed.
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