Social Networking Service Users Research Articles

소셜 네트워크 서비스의 보안기능 사용의도에 영향을 미치는 요인 : Facebook을 중심으로

논문투고일:2014년 01월 24일 논문수정완료일:2014년 04월 01일 논문게재확정일:2014년 04월 04일 * 연세대학교 정보대학원 석사 ** 연세대학교 정보대학원 교수, 교신저자 *** 연세대학교 정보대학원 박사 Social networking service (SNS) is a service that allows people to share information, manage relationships with others, and express themselves on the Internet. The number of SNS users have increased explosively with the growth of mobile devices such as smartphones. As the influence of SNS has grown extensively, potential threats to privacy have also become pervasive. The purpose of this study is to empirically examine the main factors that affect users' intentions to use security functions provided by their SNS. The main theories for this study include the rational choice theory and the theory of planned behavior. This study has identified the factors that affect intention to use security functions. In addition, security function awareness and information security awareness are found to be important antecedents for intention to use security functions. The results of this study implies that when SNS providers develop security policies, they should consider the ways to improve users information security awareness and security function awareness simultaneously. Keyword:Social Networking Service, Facebook, Safety of Information, Privacy Concern, Security Vulnerability, Information Security Awareness, Security Function Awareness 韓國IT서비스學會誌 第13卷 第2號 2014年 6月, pp.1-17

Understanding mobile SNS continuance usage in China from the perspectives of social influence and privacy concern

Retaining users and facilitating continuance usage are crucial to the success of mobile social network services (SNS). This research examines the continuance usage of mobile SNS in China by integrating both the perspectives of social influence and privacy concern. Social influence includes three processes: compliance, identification and internalization, which are respectively represented by subjective norm, social identity, and group norm. The results indicate that these three factors and privacy concern have significant effects on continuance usage. The results suggest that service providers should address the issues of social influence and privacy concern to encourage mobile SNS continuance usage.

Mobile traffic offloading by exploiting social network services and leveraging opportunistic device-to-device sharing

The ever increasing traffic demand is becomming a serious concern for mobile network operators. In order to solve the traffic explosion problem, there have been research efforts on offloading the traffic from cellular links to local communications among users. In this article, we leverage opportunistic device-to-device sharing, exploit the social impact among users in social network services (SNSs), and propose the novel framework of traffic offloading assisted by SNSs via opportunistic sharing in mobile social networks, called TOSS. In TOSS, initially a subset of mobile users are selected as seeds depending on their content spreading impact on online SNSs and their mobility patterns in offline MSNs. Then users share content objects via opportunistic local connectivity (e.g., WiFi Direct) with each other. Furthermore, the observation of SNS user activities reveals that individual users have distinct access patterns, which allows TOSS to utilize the user-dependent access delays between the content generation time and each user's access time for opportunistic sharing purposes. By trace-driven evaluation, we demonstrate that TOSS can reduce by 63.8-86.5 percent of cellular traffic while satisfying the access delay requirements of all users. Therefore, traffic offloading by leveraging opportunistic deviceto- device sharing based on SNSs can be quite effective and efficient as a promising content delivery service for traffic reduction in future mobile networks.

Understanding Video Sharing Propagation in Social Networks

Modern online social networking has drastically changed the information distribution landscape. Recently, video has become one of the most important types of objects spreading among social networking service users. The sheer and ever-increasing data volume, the broader coverage, and the longer access durations of video objects, however, present significantly more challenges than other types of objects. This article takes an initial step toward understanding the unique characteristics of video sharing propagation in social networks. Based on realworld data traces from a large-scale online social network, we examine the user behavior from diverse aspects and identify different types of users involved in video propagation. We closely investigate the temporal distribution during propagation as well as the typical propagation structures, revealing more details beyond stationary coverage. We further extend the conventional epidemic models to accommodate diverse types of users and their probabilistic viewing and sharing behaviors. The model, effectively capturing the essentials of the propagation process, serves as a valuable basis for such applications as workload synthesis, traffic prediction, and resource provision of video servers.

소셜네트워크서비스를 이용하는 대학생들의 스마트폰 중독과 대인관계능력의 관계

본 연구는 스마트폰을 통해 소셜네트워크서비스(SNS)를 이용하는 대학생들의 스마트폰 중독정도와 대인관계능력간의 관계를 파악하기 위한 서술적 조사연구이다. 연구대상자는 전국 6개 지역 대학에 재학 중인 대학생 502명이며, 2012년 5월부터 6월 사이에 성인 스마트폰 중독 자가진단척도와 대인관계능력 검사지를 이용하여 자료를 수집하였다. 자료분석은 기술통계와 <TEX>${\chi}^2$</TEX>-test, t-test, ANOVA, Pearson correlation coefficient를 이용하였다. SNS 이용자의 스마트폰 중독정도는 중독군이 24.8%, 일반군이 75.2%였다. SNS 이용자 가운데 스마트폰 중독집단과 일반집단의 대인관계능력은 차이가 없었으나, 하위영역 중 자기노출 능력은 중독집단이 일반집단보다 더 높게 나타났다. 그리고 스마트폰 중독 하위영역 중 가상세계지향성이 높을수록 대인관계능력이 낮았고, 스마트폰 중독정도가 높을수록 대인관계능력 하위영역 중 대인갈등 다루기 능력이 낮게 나타났다. 본 연구 결과는 대학생들의 스마트폰 중독예방 및 대인관계능력 증진을 위한 프로그램 개발에 활용될 수 있을 것이다. The purpose of this study was to investigate the relation between smartphone addiction and interpersonal competence of college students using social network service(SNS) through smartphones. This study used a descriptive study design. The convenience sample consisted of 502 college students in six cities. The data were collected from May to June in 2012 using Korean Smartphone Addiction Proneness Scale and Interpersonal Competence Questionnaire. Descriptive statistics, <TEX>${\chi}^2$</TEX>-test, t-test, analysis of variance, and Pearson correlation coefficient were used to analyze the data. The results showed that 24.8% of SNS users were considered as a risk group, while 75.2% were normal user group. There were no significant differences of interpersonal competence between risk group and normal user group in the SNS users. However, risk group had higher self-disclosure scores than normal user group. The subjects who had higher scores for virtual life, one of smartphone addiction subdomains, had lower interpersonal competence and those with higher smartphone addiction scores showed lower score of managing interpersonal conflict in subdomains of interpersonal competence. These findings would contribute in development of preventive interventions for smartphone addiction and improvement program for interpersonal competence in college students.

Gratifications and social network service usage: The mediating role of online experience

This paper incorporates dual theories from communication research (uses and gratifications) and psychology research (online flow) to examine consumer behavior in the use of social network services. In particular, the study proposes that consumers’ online experience of interaction and arousal serves as the mediator of the relationship between social motivations and use behaviors. The empirical results indicate that arousal fully mediates the relationship between social gratifications and problematic social network service use. Furthermore, both interaction and arousal are partial mediators of the relationship between social gratifications and the intention to revisit social networking websites.

이용자 참여관점에서의 관광 쇼셜 네트워크 서비스의 수용결정요인이 지속적 이용의도에 미치는 영향: 지각된 가치와 만족을 매개로 하여

본 연구는 관광 소셜네트워크서비스(SNS)의 이용자인 관광객의 관점에서 SNS 수용 결정요인이 무엇인가를 파악하고, 도출된 수용결정요인이 SNS의 지속적인 이용의도에 어떠한 영향을 미치는가를 규명하고자 하는 것이다. 이를 위하여 선행연구를 바탕으로 관광 SNS의 수용결정요인을 개인적 특성(자기효능감, 사회문화적 영향, 사회적 실재감, 개인의 혁신성향), 시스템적 특성(시스템 품질, 정보품질) 및 유용성/용이성 등으로 설정하고 이러한 선행요인이 지각가치와 만족도를 매개로 하여 지속적인 이용의도에 미치는 영향관계를 구조적으로 규명하고자 하였다. 연구목적을 달성하기 위하여 부산지역에 거주하거나 부산지역을 방문하여 전시, 컨벤션, 숙박, 여행, 항공, 교통 등 관광활동과 관련하여 SNS를 이용해본 경험이 있는 250명을 대상으로 설문조사를 실시하였다. 실증적 연구 결과 관광 소셜네트워크서비스의 수용결정요인인 개인적 특성, 시스템적 특성 및 유용성/용이성 등의 요인이 지각가치에 각각 통계적으로 유의한 영향을 미치는 것으로 나타났으며, 그 중 유용성/용이성 요인, 시스템적 요인, 개인적 요인 순으로 영향을 크게 미치는 것으로 분석되었다. 또한 관광 소셜네트워크서비스 이용 과정에서의 지각된 가치는 만족도에 유의한 영향을 미치며 나아가 지속적 이용의도에 유의한 영향을 미치는 것으로 분석되었다. 따라서 이러한 연구결과를 바탕으로 볼 때 관광객 관점의 SNS 수용결정요인이 고객의 지각된 가치와 만족도에 유의한 영향을 미치며 궁극적으로 지속적인 이용의도에 영향을 미치고 있음을 확인할 수 있었다. This study is aimed at understanding the factors behind deciding to accept a social network service (SNS) from the viewpoint of tourists who are users of tourism SNS. The study also seeks to clarify the effects these deduced factors have on the intention of users to continuously use SNS. To this end, individual properties (such as self-efficacy, socio-cultural effects, social presence and people's innovativeness), systematic properties (like system quality and information quality)and usefulness/availability were used as factors with regard to the decision to accept tourism SNS based on previous studies and efforts were made to structurally clarify the effects of such previous factors on people's intention to continuously use SNS through perceived value and satisfaction. SNS had significant effects on satisfaction and, furthermore, significantly affected tourists' intention to continuously use it. Based on such study results, factors behind deciding to accept SNS from the viewpoint of tourists affected customers' perceived value and satisfaction and ultimately affected their intention to continuously use SNS. To achieve the purpose of the study, a survey was conducted on about 250 Busan residents who had used SNS in relation to tourist activities, such as exhibitions, conventions, accommodation, trips, aviation service and transportation. According to an empirical study, factors behind deciding to accept tourism SNS, including individual properties, systematic properties and usefulness/availability had statistically significant effects on perceived value. The usefulness/availability factor had the largest influence, in particular, followed by the systematic factor and individual factor. The value perceived in the process of using tourism SNS had significant effects on satisfaction and, furthermore, significantly affected tourists' intention to continuously use it. Based on such study results, factors behind deciding to accept SNS from the viewpoint of tourists affected customers' perceived value and satisfaction and ultimately affected their intention to continuously use SNS.

An empirical study on continuance intention of mobile social networking services

Purpose– Users' continuance intention is vital to the future of mobile social networking service (SNS) with rapid development and intensive competitions among its providers. The purpose of this research is to identify the factors affecting mobile SNS users' continuance intention.Design/methodology/approach– Data from an online survey administered to 228 mobile SNS users are used to test the research model through the use of structural equation modelling.Findings– The results show that flow, perceived usefulness and satisfaction determine continuance intention of mobile SNS. Moreover, the authors found that referent network size and perceived complementarity are the main factors affecting flow, whereas information quality is the main factor affecting perceived usefulness. Only system quality significantly affects satisfaction.Practical implications– The results imply that mobile service providers need to take the functional characteristics of the mobile SNS (e.g. system quality and information quality), network externalities (referent network size and perceived complementarity) and flow experience into consideration when encouraging users' continuance intention towards mobile SNS.Originality/value– Extant research has focused on initial adoption and usage of mobile SNS and has seldom considered post-adoption usage, which is critical to mobile service providers' success. This research tries to fill the gap by examining continuance intention to use mobile SNS. The theory embedded within the IS success model, network externalities and flow theory articulated that these three research domains can be integrated to better understand the factors that influence mobile SNS users' continuance intention.

Use of social networking services for marketing art museums

The purpose of this study was to explore the use of social networking services (SNS) by art museums and the effectiveness of SNS as marketing tools. Staff members responsible for SNS from 12 art museums in the Midwestern United States were interviewed to gain an in-depth understanding of SNS usage and their perceptions of SNS effectiveness. We identified three distinct marketing applications for which SNS were being used: building awareness, engaging with the community, and networking. Based on analysis of the data, three marketing strategies using SNS were proposed for cultivating relationships with visitors. Other recommendations included incorporating SNS into formal strategic marketing plans aimed at improving museum–visitor relationships and establishing protocols to maximize the efficient use of available resources.

A Two-Stage Deanonymization Attack against Anonymized Social Networks

Digital traces left by users of online social networking services, even after anonymization, are susceptible to privacy breaches. This is exacerbated by the increasing overlap in user-bases among various services. To alert fellow researchers in both the academia and the industry to the feasibility of such an attack, we propose an algorithm, Seed-and-Grow, to identify users from an anonymized social graph, based solely on graph structure. The algorithm first identifies a seed subgraph, either planted by an attacker or divulged by a collusion of a small group of users, and then grows the seed larger based on the attacker's existing knowledge of the users' social relations. Our work identifies and relaxes implicit assumptions taken by previous works, eliminates arbitrary parameters, and improves identification effectiveness and accuracy. Simulations on real-world collected data sets verify our claim.

The Effect of Online Social Network Characteristics on Consumer Purchasing Intention of Social Deals

This study aims to understand how the characteristics of online social network structure can impact consumer purchase intention through network involvement. We propose and analyse that a consumer's decision for purchasing from the deal-of-the-day Websites is affected by the characteristics of the online social network structure through consumers' network involvement. The results of this study are: Tie strength, network density, network centrality and homophily will increase both social networking service (SNS) users' affective involvement and cognitive involvement to the online social network, both of which will increase their purchase intention of the recommended deals by their friends in SNS.

Tracing trending topics by analyzing the sentiment status of tweets

Information spreads much faster through social networking services (SNSs) than through traditional news media because users can upload data anytime, anywhere. SNSs users are likely to express their emotional status to let their friends or other users know how they feel about certain events. This is the main reason why many studies have employed social media data to uncover hidden facts or issues by analyzing social relationships and reciprocated messages between users. The main goal of this study is to discover who is isolated, why, and how the issue of social bullying can be addressed through an in-depth analysis of negative Tweets. For this, our study takes the basic approach by tracking events considered to be exciting by users and then analyzing the sentiment status of their Tweets collected between November and December 2009 by Stanford University. The results suggest that users tend to be happier during evenings than during afternoons. The results also identify the precise date of breaking news.

The temporal relationships among habit, intention and IS uses

This study raised the following two research questions about the relationships among habit, intention and uses. First, there may have some differences between habit and intention in the effects on uses, especially temporally. Second, the relationship between past and future use may involve more than habit. In order to answer the questions, based on the memory process model, theories in traditional social psychology and path dependency theory, three hypotheses were proposed on the following topics: habit with proximal and distal uses, intention with proximal and distal uses, and proximal-distal uses. Surveying Korean social network service (SNS) users, and analyzing the data via a partial least square analysis, all the hypotheses were shown to be valid. In this study, we found the effects of intention on IS use differ temporally and past use can be considered a determinant for use.

An Empirical Study of the Impact of SNS Market Orientation on Business Performances

Today, industries heavily utilize social network services (SNS) as both an organizational communication tool and a marketing communication tool. However, little empirical research has been conducted about SNS’ impact on business performance from a marketing viewpoint. This study initially adapted “marketing orientation” into a SNS context as a theoretical framework. The market orientation basically pays attention to how efficiently firms gather and generate market information, and then disseminate the obtained market intelligence across departments, organization-wide. Through this flow of information, highly market-oriented firms achieve better business performance. Taking the theoretical background and the lack of empirical research about the impact of SNS on business performance into consideration, this study did an empirical inquiry to investigate the impact of a marketing orientation using SNS on business performance by executing a survey, followed by a structural equation modeling analysis. The analysis results showed that, first, SNS is a successful marketing tool for gathering market intelligence externally and disseminating it internally in business organizations. The positive relationship between market orientation obtained via SNS and business performance has been also confirmed in the SNS context, as reported in the previous literature. Second, this study found that market orientation, generated and disseminated via internal and external SNS usage, directly increased knowledge management and acculturation, which social capital acquired via SNS. Interestingly, knowledge management and acculturation did not directly influence business performance in a business organizational setting. Consequently, this research is meaningful in that it provided understanding about an overall mechanism for market orientation via SNS, knowledge management and acculturation via SNS, and business performance, from a holistic viewpoint. Finally, this research provided future study directions and some managerial implications about strategic uses of SNS in a business organization.

Distributed and Parallel Big Textual Data Parsing for Social Sensor Network

Recently, due to the popularization of the smartphone and social network service (SNS), many SNS users write their opinions for social events. According to these social phenomena, social sensor network which analyzes social events by utilizing those users' text data is proposed. Parsing is essential module to analyze user's text contents because it gives the understanding of semantics by extracting the words and their classes from texts. However, parsing requires much time because it needs to analyze all context information from the users' text. In addition, as users' text data are generated and transferred in streaming, the required parsing time increases too. This situation occurs that it is hard to parse the text on the single machine. Therefore, to drastically enhance the parsing speed, we propose distributed and parallel parsing system on the MapReduce. It applies the legacy parser to the MapReduce through loose coupling. Also, to reduce communication overheads, the statistical model used by the parser is resided on local cache in each mapper. The experimental result shows that the speed of proposed system is 2–19 times better than that of the legacy parser. As a result, we prove that the proposed system is useful for parsing text data in social sensor network.

Post-Adoption of Social Networking Services

Social networking services are among the most applied internet services. Studies concerning post-adoption behavior have focused usage motivations, such as usefulness and enjoyment. Nevertheless, the understanding of consumer behavior in the context of these services is still very limited. Especially, there is no model that integrates the highly relevant switching costs to explain the complex interdependencies within the usage phase. Another specific problem of social networking services relates to the acceptance of revenue models. This study contributes to closing this research gap by proposing a model of post-adoption behavior which covers these aspects. The model assumes two important mechanisms: a loyalty-centered dedication-based mechanism, and a constraint-based mechanism, which refers to the switching costs involved. The focus of the model is widened beyond usage intention to other dependent variables which are crucial from a business perspective, such as usage concentration, willingness to pay and acceptance of advertisements. The empirical test of the proposed model was conducted using a sample (N=208) from users of social networking services. The results of structural equation modeling analysis indicate that the model is able to explain substantially the variance of some of the dependent variables, such as usage intention and usage concentration. Concerning the revenue model acceptance, three positions of users to the financing of service providers are deduced: information seller, privacy concerned user and free rider. Based on the results, theoretical and practical implications are derived.

TWITTER USAGE IN ORGANIZATIONAL CONTEXT

ABSTRACT This study investigated whether cultural tradition can influence employee behavior in choosing an electronic medium including a Social Network Service (SNS), for intra-organizational communication. A survey questionnaire was conducted in a chosen South Korean company and 100 employees participated in this study. The results showed that most SNS users still hesitate to communicate with their boss within the SNS space because they feel the urge to add words of respect to their communications, which are limited in length. This indication supported the hypothesis that cultural tradition plays an important role in cyberspace communication, thus showing that cultural tradition does affect behavior in choosing SNSs for organizational communication.

SNS의 개인행위 특성요인이 사용의도에 미치는 영향

SNS(Social Network Services) is being recognized as an important part in our society, individual lives and corporate business aspects, and the influence of SNS is growing explosively as expansion and supply of infrastructures that support mobile environments increase. Previous studies related to SNS were focused on user acceptance of new technology, based on Technology Acceptance Model(TAM). However, they had a limitation to focus on technology acceptance, without the consideration of personal and behavioral factors in SNS use. However, above all, successful SNS requires the understanding of users who are active on the network. Therefore, from the user's perspective, this study attempted a multi-dimensional approach by reflecting characteristics that come from SNS usage. This study considered user innovation, virtual skill, self-efficacy, social pressure and network effect as independent variables, and perceived ease-of-use, perceived usefulness and perceived value as mediating variables, and intention-to-use as dependent variable. The result showed that user innovation, self-efficacy, social pressure and network effect had a significant effect on the mediating variables. The practical contribution of this study is to suggest useful decision alternatives concerned to marketing strategy for acquiring and retaining lone-term customers related to SNS business.

Content Reuse Prevention Scheme to Prevent Privacy Invasion of Social Network Service

A social networking service (SNS) is an open service that enables its users to communicate freely without being constrained by time or space. In an SNS, users can share various types of content (such as pictures and videos) with government agencies, celebrities, and many other users online. If a person is able to access the content of another user, that content is automatically downloaded and stored in the “Temporary Internet Files” folder in the SNS user's PC. Moreover, the content stored in this folder remains there even when the content owner removes it from his SNS. Thus, the stored content is vulnerable to an invasion of privacy due to malicious user abuse. To address this possibility, we propose a content reuse prevention scheme based on digital right management (DRM) techniques to solve the problem of the unwanted reuse of stored content in a malicious user’s “Temporary Internet Files” folder.

The Effect of Social Network Service(SNS) User’s Information Satisfaction on the Corporate Image of Professional Baseball Team, Brand Equity and Consumer Loyalty

The Effect of Social Network Service(SNS) User’s Information Satisfaction on the Corporate Image of Professional Baseball Team, Brand Equity and Consumer Loyalty