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A Comparative Study on the Factors Affecting SNS Switching Intention among College Students in South Korea and China

SNS 전환의도에 영향을 미치는 요인에 관한 비교연구: 한·중 대학생을 중심으로

  • Gong, ShaSha (Dept. of Media and Communication, Dongguk University) ;
  • Jin, HaiYan (Dept. of Media and Communication, Dongguk University) ;
  • Hwang, HaSung (Dept. of Media and Communication, Dongguk University)
  • Received : 2017.05.02
  • Accepted : 2017.08.12
  • Published : 2017.10.31

Abstract

With the development and popularization of Internet, the competition of SNS market is now getting fiercer and fiercer. SNS service providers need to keep updating their service to sustain their customers' continuance use. However, due to the homogenization of functions and services from different applications provided by different developers, there comes a new phenomenon that users shift from one SNS to another SNS. In line with this, the current study aims to explore factors affecting switching intention among SNS users by applying migration theory which explains people's migration behavior from one place to another. Findings from surveys of Korean and Chinese college students suggest that there was a difference of factors influencing switching intention among the two countries. For Korean college students, alternative attraction was the strongest factor leading to SNS switching intention. On the other hand, peer pressure was the strongest factor leading to SNS switching intention among Chinese college students.

인터넷이 발달하면서 SNS 시장에서의 서비스간 경쟁이 치열해지고 있다. 이에 따라 SNS 서비스 제공자들은 이용자들의 지속적인 사용을 위해 끊임없이 혁신을 해야만 하는 상황이다. 그러나 제공하는 서비스와 기능들이 동질화되면서 SNS 서비스간 이용자의 전환현상이 빈번하게 일어나고 있다. 본 연구는 두 장소 사이의 이동을 설명하기 위해 대표적으로 사용되어 온 이주이론을 바탕으로 SNS 전환의도에 영향을 미치는 요인을 탐색하였다. 한국과 중국의 대학생들을 대상으로 설문조사를 실시한 결과, 서비스 혁신, 대안매력도, 동료 영향이 전환의도에 긍정적인 영향을 미치는 것으로 나타났다. 한편, 한국과 중국 간에 SNS 전환의도에 영향을 미치는 요인에서 차이가 나타났는데, 한국 대학생들에게 있어 전환의도에 가장 큰 영향을 미치는 요인은 대안 매력도인 것으로 나타난 반면, 중국 대학생들에게는 동료 영향이 전환의도에 가장 큰 영향을 미치는 것으로 나타났다.

Keywords

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