The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
권호 표지
DOI QR코드

DOI QR Code

Investigation of Users' Goals in Social Network Sites

소셜네트워크사이트 사용자의 가치체계 연구

  • 정윤혁 (울산과학기술대학교 경영학부)
  • Received : 2013.10.29
  • Accepted : 2014.03.20
  • Published : 2014.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to develop a rich understanding of user goals in user-empowering information technologies which have been dominating part in the information systems environment. A particular focus is on users' goals in a social network site (SNS) which is a typical example of user-empowering technologies. Users conduct various activities in order to achieve diverse goals in SNS. Thus, investigating what goals users pursue in SNS will give insights into understanding the users. We employed the laddering interview technique and means-end chain approach. Interviews of 50 Facebook users were analyzed to produce a hierarchical goal map showing users' goal structure. The map contains 18 goals, including self-reflection, psychological stability, belongingness, improving productivity, and amusement as ultimate goals in SNS. In the map, there are varied routes from activities to ultimate goals in SNS; that is, a complex assembly consisting of activities and goals. The findings call the information systems research community to have more interests in diverse goals and values users seek with technologies.

Keywords

References

  1. 박경자, 유일, 김재전, "Social Network Service (SNS) 지속사용에 관한 연구 : 사용자의 SNS 리터러시 조절효과를 중심으로," 정보시스템연구, 제22권, 제1호, 2013, pp.65-87. https://doi.org/10.5859/KAIS.2013.22.1.65
  2. 윤상훈, 김근형, 오성렬, "SNS 서비스유형을 조절변수로 한 사용자만족도의 구조모형," 정보시스템연구, 제21권, 제3호, 2012, pp.23-44. https://doi.org/10.5859/KAIS.2012.21.3.23
  3. Bagnozzi, R. P., and Dabholkar, P. A., "Consumer Recycling Goals and their Effect on Decisions to Recycle: A Means-End Chain Analysis," Psychology & Marketing, Vol.11, No.4, 1994, pp.313-340. https://doi.org/10.1002/mar.4220110403
  4. Bagozzi, R. P., "The Legacy of the Technology Acceptance Model and a Proposal for a Paradigm Shift," Journal of the Association for Information Systems, Vol.8, No.4, 2007, pp.243-254.
  5. Bandura, A., "Self-regulation of Motivation and Action through Internal Standards and Goal Systems," Goal Concepts in Personality and Social Psychology, 1989, pp.19-85.
  6. Bartle, R., Designing Virtual Worlds, New Riders Press, 2003.
  7. Bhattacherjee, A., and Premkumar, G., "Understanding Changes in Belief and Attitude Toward Information Technology Usage: A Theoretical Model and Longitudinal Test," MIS Quarterly, Vol. 28, No. 2, 2004. pp.351-370.
  8. Boyd, D. M., and Ellision, N. B., "Social Network Sites: Definition, History, and Scholarship," Journal of Computer-Mediated Communication, Vol.13, No.1, 2007, pp.210-230.
  9. Brandtzaeg, P. B., and Heim, J., "Why People Use Social Networking Sites," Online Communities, 2009, pp.143-152.
  10. Chiu, C-M., "Applying Means-End Chain Theory to Eliciting System Requirements and Understanding Users Perceptual Orientations," Information & Management, Vol.42, No.3, 2005, pp.455-468. https://doi.org/10.1016/j.im.2004.02.002
  11. Clayton, R. B., Osborne, R. E., Miller, B. K., and Oberle, C. D., "Loneliness, Anxiousness, and Substance Use as Predictors of Facebook Use," Computers in Human Behavior, Vol.29, 2013, pp. 687-693. https://doi.org/10.1016/j.chb.2012.12.002
  12. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace," Journal of Applied Social Psychology, Vol.22, No.14, 1992, pp.1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  13. Fleiss, J. L., Statistical Methods for Rates and Proportions, John Wiley & Sons, 1981.
  14. Gengler, C. E., and Reynolds T. J., "Consumer Understanding and Advertising Strategy: Analysis and Translation of Laddering Data," Journal of Advertising Research, Vol.35, No.4, 1995, pp.19-33.
  15. Germonprez, M., Hovorka, D., and Collopy, F., "A Theory of Tailorable Technology Design," Journal of the Association for Information Systems, Vol.8, No.6, 2007, pp.351-367.
  16. Goldenberg, M. A., Klenosky, D. B., O''Leary, J. T., and Templin, T. J., "A Means-End Investigation of Ropes Course Experiences," Journal of Leisure Research, 2000, Vol.32, No.2, pp. 208-224.
  17. Gutman, J., "A Means-End Model Based on Consumer Categorization Processes," Journal of Marketing, Vol.46, No.2, 1982, pp.60-72. https://doi.org/10.2307/3203341
  18. Hong, S-J., and Tam, K. Y., "Understanding the Adoption of Multipurpose Information Appliances: The Case of Mobile Data Services," Information Systems Research, Vol.17, No.2, 2006, pp.162-179. https://doi.org/10.1287/isre.1060.0088
  19. Hu, T., Poston, R. S., and Kettinger, W. J., "Nonadopters of Online Social Network Services: Is It Easy to Have Fun Yet?," Communications of the Association for Information Systems, Vol.29, 2011, pp.441-458.
  20. Jung, Y., and Kang, H., "User Goals in Social Virtual Worlds: A Means-End Chain Approach," Computers in Human Behavior, Vol.26, 2010, pp.218-225. https://doi.org/10.1016/j.chb.2009.10.002
  21. Katz, E., "Mass Communications Research and the Study of Popular Culture: An Editorial Note on a Possible Future for this Journal," Studies in Public Communication, 1959, 2, 1-6.
  22. Kearns, R., and Hair, H., "Consumer Perceptions of Business-to-Consumer Relationships in Electronic Retail Environments: A Means-End Chain Approach," Journal of Relationship Marketing, 2008, Vol.7, No.1, pp. 5-27. https://doi.org/10.1080/15332660802067841
  23. Kim, B., "Understanding Antecedents of Continuance Intention in Social-Networking Services," Cyberpsychology, Behavior, and Social Networking, Vol.14, No.4, 2011, pp.199-205. https://doi.org/10.1089/cyber.2010.0009
  24. Kim, B., and Han, I., "What Drives the Adoption of Mobile Data Services? An Approach from a Value Perspective," Journal of Information Technology, Vol.24, No.1, 2009, pp.35-45. https://doi.org/10.1057/jit.2008.28
  25. Kim, H-W, Chan, H. C., and Gupta, S., "Value-based Adoption of Mobile Internet: An Empirical Investigation," Decision Support Systems, Vol. 43, No.1, 2007, pp.111-126. https://doi.org/10.1016/j.dss.2005.05.009
  26. Kim, J-Y, Shim, J. P., and Ahn, K-M., "Social Networking Service: Motivation, Pleasure, and Behavioral Intention to Use," Journal of Computer Information Systems, Vol.51, No.4, 2011, pp.92-101.
  27. Klenosky, D. B., "The "Pull" of Tourism Destinations: A Means-End Investigation," Journal of Travel Research, Vol.40, No.4, 2002, pp.385-395.
  28. Knoke, D., and Burt, R. S., "Prominence," Applied Network Analysis, 1983, pp. 195-222.
  29. Koufaris, M., "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, Vol.13, No.2, 2002, pp.205-223. https://doi.org/10.1287/isre.13.2.205.83
  30. Kwon, O., and Wen, Y., "An Empirical Study of the Factors Affecting Social Network Service Use," Computers in Human Behavior, Vol.26, No.2, 2010, pp.254-263. https://doi.org/10.1016/j.chb.2009.04.011
  31. Maslow, A., Motivation and Personality, Harper, 1954.
  32. Olson, J. C., and Reynolds, T. J., "Understanding Consumers' Cognitive Structures: Implications for Marketing Strategy," Advertising and Consumer Psychology, 1983, pp.51-57.
  33. Orlikowski, W. J., and Iacono, C. S., "Research Commentary: Desperately Seeking the 'IT' in IT Research-A Call to Theorizing the IT Artifact," Information Systems Research, Vol.12, No.2, 2001, pp.121-134. https://doi.org/10.1287/isre.12.2.121.9700
  34. Oum, S., and Han, D., "An Empirical Study of the Determinants of the Intention to Participate in User-Created Contents (UCC) services," Expert Systems with Applications, Vol.38, No.12, 2011, pp.15110-15121. https://doi.org/10.1016/j.eswa.2011.05.098
  35. Peffers, K., Gengler, C. E., and Tuunanen, T., "Extending Critical Success Factors Methodology to Facilitate Broadly Participative Information Systems Planning," Journal of Management Information Systems, Vol.20, No.1, 2003, pp.51-85. https://doi.org/10.1201/1078/43205.20.3.20030601/43073.6
  36. Pervin, L. A., Goal Concepts in Personality and Social Psychology, Lawrence Erlbaum, 1989.
  37. Pieters, R., Baumgartner, H., and Allen, D., "A Means-End Chain Approach to Consumer Goal Structures," International Journal of Research in Marketing, 1995, Vol.12, pp. 227-244. https://doi.org/10.1016/0167-8116(95)00023-U
  38. Pieters, R., Baumgartner, H., and Allen, D., "A Means-End Chain Approach to Consumer Goal Structures," International Journal of Research in Marketing, Vol.12, No.3, 1995, pp.227-244. https://doi.org/10.1016/0167-8116(95)00023-U
  39. Reynolds, T. J., and Gutman, J., "Laddering Theory, Method, Analysis, and Interpretation," Journal of Advertising Research, Vol.28, No.1, 1988, pp.11-31.
  40. Reynolds, T. J., and Rochon, J. P., "Consumer Segmentation based on Cognitive Orientations: The ChemLawn Case," Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy, 2001, pp.283-298.
  41. Ridings, C. M., and Gefen, D., "Virtual Community Attraction: Why People Hang Out Online," Journal of Computer-Mediated Communication, Vol.10, No.1, 2004.
  42. Smock, A., Ellison, N. B., Lampe, C., and Wohn, D. Y., "Facebook as a Toolkit: A Uses and Gratification Approach to Unbundling Feature Use," Computers in Human Behavior, Vol.27, pp. 2322-2329.
  43. Turel, O., Serenko, A., and Bontis, N., "User Acceptance of Wireless Short Messaging Services: Deconstructing Perceived Value," Information & Management, Vol. 44, No.1, 2007, pp.63-73. https://doi.org/10.1016/j.im.2006.10.005
  44. Valette-Florence, P., and Rapacchi, B., "Improvement in Means-End Chain Analysis: Using Graph Theory and Correspond Analysis," Journal of Advertising Research, Vol.31, No.1, 1991, pp.30-45.
  45. van der Heijden, H., "User Acceptance of Hedonic Information Systems," MIS Quarterly, Vol.28, No.4, 2004, pp.695-704.
  46. Voss, R., Gruberb, T., and Szmigin, I., "Service Quality in Higher Education: The Role of Student Expectations," Journal of Business Research, 2007, Vol.60, pp. 949-959. https://doi.org/10.1016/j.jbusres.2007.01.020
  47. Xu, C., Ryan, S., Prybutok, V., Wen, C., "It is not for Fun: An Examination of Social Network Site Usage," Information & Management, Vol.49, No.5, 2012, pp.210-217. https://doi.org/10.1016/j.im.2012.05.001
  48. Yoo, Y., "Computing in Everyday Life: A Call for Research on Experiential Computing," MIS Quarterly, Vol.34, No.2, 2010, pp.213-231.