The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)
- Volume 16 Issue 4
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- Pages.195-221
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- 2007
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- 1229-8476(pISSN)
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- 2733-8770(eISSN)
The Effect of Social Presence and Affection on Participation in the UCC Service
UCC 서비스 참여에서의 사회적 실재감과 감정차원의 중요성에 관한 연구
- Published : 2007.12.30
Abstract
In this study, we investigate the effect of social presence and affection on the UCC service participation. We have conducted a face-to-face survey along with an e-mail survey and obtained a total of 329 responses. The findings show that social presence has a significant impact on pleasure and arousal. Social presence in turn show a positive impact on participation in the UCC service. Meanwhile, pleasure shows a negative effect on the UCC service participation, while arousal very strongly and positively affects the UCC service participation. The significance of this study can be found in that it empirically demonstrates the importance of social presence and affection in promoting the UCC service.