The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Empirical Study of the Influences of Motives for Using SNS on Relational Capital of SNS and Continuous Usage of SNS

SNS의 이용동기가 SNS의 사회적 자본과 지속적 사용의도에 미치는 영향에 관한 실증연구

  • 오은해 (대구한의대학교 통상경제학부) ;
  • 이정화 (대구한의대학교 글로벌관광학부) ;
  • 이정애 (대구한의대학교 상담심리학과)
  • Received : 2019.02.13
  • Accepted : 2019.03.19
  • Published : 2019.04.28
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Abstract

The purpose of this study is to empirically address the influences of motives for using SNS on relational bridging and relational bonding in SNS and motives for continuous use SNS by applying the concepts of bonding and bridging, defined in the social capital theory, and major motives for using SNS are classified into three categories-social, information, and recreation categories - based on the previous studies and the usage and gratification theories. Through this study, it was revealed that motives of all these three categories-social, information, and recreation categories-have significant influences over relational bridging and relational bonding in SNS while relational bridging and relational bonding in SNS have significant influences over consistent motives for using SNS so the hypothesis of this study is accepted. It was also proven that motives of all these three categories - social, information, and recreation categories-for using SNS are important factors for creating new communities or expand relationships with other SNS users sharing similar interests. In addition, it was found that SNS users constantly use SNS to build relationships that could create a strong bond between individuals and receive emotional supports when necessary and to expand its own network by creating new relationships with other SNS users.

본 연구는 선행연구와 이용 충족이론에 근거하여 SNS의 주요한 이용 동기를 사회형, 정보형, 유희형으로 구분하고, 사회적 관계 자본 이론의 개념을 적용하여 SNS의 이용동기가 SNS에서의 관계 연결과 관계 결속 그리고 지속적 사용의도에 미치는 영향을 실증적으로 검정하였다. 연구 결과 SNS의 사회형, 정보형, 유희형 동기 모두 SNS의 관계 연결과 관계 결속에 유의한 영향을 미치는 것으로 나타났으며, SNS의 관계 연결과 관계 결속 역시 지속적 사용의도에 유의한 영향을 미치는 것으로 나타나, 본 연구의 가설은 모두 채택되었다. SNS의 사회형, 정보형, 유희형 동기 모두 다른 사람들과 소통하고 관계를 맺고, 흥미 있는 분야가 비슷한 타 이용자들과 새로운 그룹을 생성하거나, 관계를 확대하는 중요한 요인임이 입증되었다. 또한, SNS를 통해 상호간 강한 유대감을 형성하는 관계를 형성하고 필요시 정서적 지지를 받을 수 있는 가치 있는 관계를 형성해 나가기 위해 그리고, SNS를 하는 과정에서 다른 사용자들과의 새로운 관계 형성을 통해 자신의 네트워크를 확장시킴으로써 SNS를 지속적으로 사용하게 된다는 것을 확인 할 수 있었다.

Keywords

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그림 1. 연구 모형

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그림 2. 연구 결과

표 1. SNS의 이용동기에 관한 선행연구 정리

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표 2. SNS의 관계 연결 및 관계 결속에 관한 선행연구

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표 3. 측정 항목

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표 4. 인구통계분석

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표 5. 확인적 요인분석

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표 6. 모형 적합도

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표 7. 가설검정 결과

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