Determinants of SNS Use Time Depending on SNS Motive in Youth Workers

청년층 직장인의 SNS 이용동기에 따른 사용시간의 결정요인에 대한 연구

  • Ok, Chiho (Department of Business Administration, Jeonju University) ;
  • Park, Yong Wan (Barun ICT Research Center, Yonsei University)
  • 옥지호 (전주대학교 경영학과) ;
  • 박용완 (연세대학교 바른ICT연구소)
  • Received : 2017.08.17
  • Accepted : 2017.12.20
  • Published : 2017.12.28


The purpose of this study is to investigate the determinants of the SNS usage time depending on SNS motive of the youth workers. Although previous studies revealed that there are many motivations for SNS usage, it is not known which factors determine usage time of each SNS motive. In this study, we constructed the unbalanced panel data of the Korean Education & Employment Panel data. Among three different SNS motives such as information exchange, social networking, and fun pursuit, gender, physical health, extraversion, and conscientiousness affected the usage of SNS when the motivation was information exchange. When it was personal connection, the size of organization, education, physical health, subjective happiness, job satisfaction, neuroticism, and agreeableness did. When it was fun & interest, foreign company, status of children, subjective happiness, and job satisfaction did. Based on the findings, we discussed theoretical and practical implications.


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