• Journal of Digital Convergence
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• v.12 no.2
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• pp.577-586
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• 2014

As SNS has increased its influence on the society as a whole, companies also have started to consider how to take advantage of the new service paying specific attention to its characteristics of immediacy, sharability and interactivity. This study aims to circumstantiate the relationship between a task support tool of SNS and task-media fit, user characteristics and performance by focusing on its usage in work field. To address this issue, a Task-Technology Fit model is used to propose a research model considering the characteristics of SNS as a social element, information technology as well as its user characteristics. The outcome shows that job characteristics, virtual competence and media characteristics have a significant influence on task-media fit, whereas virtual competence and SNS characteristics variables have a significant influence on SNS usage. Besides, task-media fit has a significant influence on SNS usage and work performance while SNS usage has a significant influence on work performance. The study suggests that strategic use of SNS helps improve work performance and these individual characteristics should be considered in planning of SNS utilizing strategy.