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Effect of the Strength of Weak Ties & Emotional Perception on the Social Network Game's Diffusion

Strength of Weak Ties와 감성적 인식이 소셜네트워크게임(SNG)의 확산에 미치는 영향 연구

  • 송명빈 (KT VG사업본부) ;
  • 유현규 (디자인&문화콘텐츠연구소) ;
  • 조은애 (디자인&문화콘텐츠연구소) ;
  • 이상호 (경성대학교 디지털미디어학부)
  • Received : 2013.12.30
  • Accepted : 2014.05.20
  • Published : 2014.05.28

Abstract

This study deals with the digital policy proposal through the path modeling study on the effect of the strength of weak ties & emotional perception leading to the user's satisfaction, WOM between game users, and the verification on the effect of the emotional real name SNS on the social network game's diffusion. Researcher confirmed that the effect of the strength of weak ties & emotional perception led to the user's satisfaction, WOM of SNG. Even though weak tie, researchers estimate that the users emotionally interact with the real name relation effect of SNS. And effective factors for WOM are not a tie relationship or emotional interactivity of weak tie antecedently but user's satisfaction. As a result, though antecedent factors (weak tie & interactivity) had a positive effect as real name SNS, eventually powerful factor of making buzz was the SNG user's satisfaction. Thus researchers expect the practical policy proposition for government & corporation, which means SNG service providers more carefully manage the service satisfaction for WOM with SNG user's experience.

Acknowledgement

Supported by : 한국연구재단

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