• Journal of the Korean Society for information Management
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• v.29 no.3
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• pp.145-167
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• 2012

The purpose of this study is to examine the causal relationships among self-efficacy, perceived usefulness, perceived ease of use, perceived playfulness, and reuse intention of SNS. The results of data analysis by structured equation model(SEM) indicate that self-efficacy significantly influences individual's perceived ease of use, perceived usefulness and perceived playfulness. Both perceived playfulness and perceived ease of use affects perceived usefulness on SNS. Individual's self-efficacy, perceived playfulness and perceived usefulness affect reuse intention of SNS. Based on the results, the theoretical and practical implications of this study are discussed.

• Journal of the Korea Society of Computer and Information
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• v.27 no.10
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• pp.223-233
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• 2022

In this paper, we examined the causes of information privacy concerns, trust and related factors in social network services. On the basis of the 'elaboration likelihood model,' we established factors such as information quality, privacy policy, perceived SNS app popularity and optimism bias affecting information privacy concern of SNS users. In addition, we analyzed the relationship between information privacy concern, trust in SNS members, trust in SNS platform and intention to use. Finally, on the basis of the 'trust transfer theory', we analyzed the relationship between trust in SNS members and trust in SNS platform. The results of the study showed that (1) information quality, privacy policy and optimism bias had the significant effects on information privacy concerns, (2) perceived SNS app popularity didn't affect information privacy concerns, (3) information privacy concerns had the significant effects on trust in SNS platforms (4) in accordance with the trust transfer theory, trust in SNS members had the significant effect on trust in SNS platforms, and (5) trust in SNS members had the significant effect on intention to use, while trust in SNS platform didn't have the significant effect on intention to use. The findings of the study are expected to help to improve the SNS firms' understanding towards customers' information privacy protection behaviors and trust.

• Information Systems Review
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• v.19 no.3
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• pp.105-125
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• 2017

Although the relationship between social networking sites (SNS) use and performance has been widely studied, most of these studies have focused on comparing the SNS users' overall performance with that of non-SNS users instead of examining how using SNS midway of a task affects one's task performance. To address this research gap, an experiment was conducted to examine SNS use during a task and its influence on the performance of that task. In this experiment, the role of SNS in various situations was examined by reviewing the literature on break and performance as well as the types of breaks and tasks. Owing to its exploratory nature, this study used various types of data, such as electroencephalography interpretation data generated from a brain-computer interface, self-reported data, and data recorded by a computer. Those participants who used SNS showed an improved performance compared with those who took a short break while doing a simple task. Further analysis showed that the degree of SNS usage and engagement with SNS had positive effects on the participants' simple task performance, while social presence and reassurance of self-worth had negative and positive effects on the participants' complex task performance, respectively.

• Informatization Policy
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• v.27 no.1
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• pp.72-91
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• 2020

In this study, we classified SNS into open and closed types, and empirically examined in which SNS activity the privacy paradox holds. The idea comes from the argument that privacy paradox may be observed differently in the open SNS, which is more vulnerable to the leakage of personal information due to public profiles, and the closed SNS, which is relatively less vulnerable by limiting the range of acquaintances, The results of the empirical analysis are as follows. First, in case of SNS usage, the privacy paradox holds in the overall SNS activities, but different conclusions are drawn according to open and closed SNS. In particular, it is found that as privacy concerns increase, individuals respond in a reasonable and desirable way to reduce SNS activity in the open SNS, which is more susceptible to infringement. Second, in the case of SNS activity intensity, (i) heavy users are more seriously aware of the probability of privacy infringement than light users, so there is a reasonable response to reducing the intensive margin with increasing privacy concerns, and (ii) this tendency is more clearly observed in open SNS, which is more vulnerable to privacy infringement. Accordingly, insisting that the privacy paradox is empirically established by observing only the overall SNS activities without distinguishing them into open and closed SNS may be interpreted as a "Fallacy of Composition."

• Journal of Digital Convergence
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• v.12 no.10
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• pp.211-222
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• 2014

This study investigates the antecedents of continuance intention of mobile SNS. In addition, it also explores the mediating role of perceived value in the relationship between the antecedent and continuance intention. This study posits that a social influence, perceived usefulness, privacy concern, and a perceived effort of use are major factors to influence continuance intention of SNS. By using a PLS analysis, this finding suggests that consumers' perception of the value of SNS which is previously overlooked, is a primary determinant of continuance intention, and the other exploratory factors are mediated through perceived value in cognitive aspect. This research aims to examine consumer's SNS continuance intention in terms of consumer's perspective, not just from the technology user perspective. Therefore, this research provides a useful guideline for marketing managers on how to manage Mobile SNS properly.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.12
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• pp.561-568
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• 2016

The purpose of this study was to investigate the influence of SNS addiction tendency, pathological narcissism, social support, and stress among university students. Data were collected via questionnaires from 385 students and were analyzed by descriptive statistics, t-test, ANOVA, Scheffe's test, Pearson's correlation coefficients, and Stepwise multiple regression analysis using SPSS/WIN 19.0 program. The levels of SNS addiction tendency depended on gender, SNS usage time, SNS over-usage, health problem, and household economic status. SNS addiction tendency was significantly correlated with pathological narcissism, social support, and stress. Influential factors that affect SNS addiction tendency were pathological narcissism, SNS usage time, SNS over-usage, gender, social support, and academic performance, which explained about 39.4% of the variance. The results of this study indicate that nursing interventions are necessary to improve SNS addiction tendency, and also suggesting that such variables should be carefully considered in intervention programs for university students.

• Journal of the HCI Society of Korea
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• v.13 no.2
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• pp.21-29
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• 2018

Continuous use of SNS with having SNS fatigue influences users mentally as well as physically. Although it is reported that they eventually leave SNS due to experience of fatigue, the determinants of SNS fatigue have not been discovered yet. Thus this study aims to find the psychological factors causing SNS fatigue. This study (1) found out the factors causing SNS fatigue, and (2) explored the relationships between the factors and intentions to discontinue/continue to use SNS. Findings of the study suggested that there are seven types of determinants: Sense of relative deprivation, Relationship concern, Management burden, Information overload, Privacy concern, Reputation concern(after posting), Reputation concern(before posting). It is also found that sense of relative deprivation negatively predicted the intention to keep using SNS while management burden, reputation concern(before posting) predicted positively. Furthermore, the sense of relative deprivation and information overload positively predicted the intention to discontinue using SNS while reputation concern(before posting) predicted negatively. This research examined how the determinants of SNS fatigue affect the intentions to keep/stop using SNS from the two different points of view. The determinants of SNS fatigue experienced by SNS viewers influenced them to have intentions to stop using it, whereas those felt by SNS writers affected them to keep using it.

• Journal of the Korean Data and Information Science Society
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• v.27 no.3
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• pp.763-772
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• 2016

This study was examined the influence of self-efficacy and attachment on SNS addiction tendency in college students. For this purpose 303 college students in Daegu completed the related survey. Data were collected from September 30 to October 20, 2013. Collected data were analyzed using SPSS 20.0. The major findings were as follow; 1) There were negative relationships among SNS addiction tendency and self-efficacy. 2) There were positive relationships among SNS addiction tendency and adult attachment. These results indicate that it is necessary to design intervention programs to increase self-efficacy and attachment stability in order to decrease college students' SNS addiction tendency.

• Informatization Policy
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• v.21 no.1
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• pp.57-76
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• 2014

The purpose of this research is to investigate the role of social dimensions in predicting the intention to use SNS. We proposed an integrative SNS acceptance model based on the theory of planned behavior (TPB), the technology acceptance model (TAM), and the social influence theory. Included in the model are attitude toward SNS use, subjective norm, information cascades, and perceived behavioral control as antecedents to intention to use SNS. An empirical analysis was conducted using data collected from a questionnaire survey with 228 college students in Korea, and it yielded the following findings. First, the two social dimensions, namely subjective norm and information cascades, were found to have a significant positive relationship with the intention to use SNS. In particular, information cascade turned out to have the strongest impact of the three antecedents to intention to use SNS. Second, perceived usefulness and perceived ease of use were found to have a significant positive influence on the attitude toward SNS use.

• Proceedings of the Korea Information Processing Society Conference
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• 2013.05a
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• pp.1120-1123
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• 2013

최근 데이터의 범람과 더불어 빅데이터 시대가 도래 하면서 SNS 라는 새로운 플랫폼을 마케팅에 활용하고자 하는 기업들이 늘어나고 있다. 기업들은 이러한 SNS 상의 데이터를 분석하고 이를 공개 API 를 통해 마케팅에서 활용할 수 있다. 하지만 SNS 업체들은 과도한 트래픽 유발 및 보안상의 이유로 공개 API 의 사용을 제한하고 있다. 따라서 제한된 사용 횟수 안에서 효과적으로 공개 API 를 사용할 수 있는 고객맞춤 최적화가 필요하다. 기존의 멀티캐스팅을 이용하면 이러한 고객맞춤 최적화가 가능하지만 SNS 의 특성을 반영한 것이 아니기 때문에 SNS 마케팅에서 활용하는데에는 한계가 있을 수 밖에 없다. 본 논문에서는 이러한 멀티캐스팅을 이용한 고객맞춤 최적화의 한계를 보완하고 SNS 의 특성을 보다 잘 활용할 수 있는 새로운 SNS 마케팅을 위한 고객맞춤 최적화를 제시한다.