• Culinary science and hospitality research
• /
• v.22 no.3
• /
• pp.254-268
• /
• 2016

The purpose of this study was to verify the effects of two types of social capital on trust, purchase intention, and SNS-WOM with regards to food products. In addition, the mediating role of trust was also examined. This survey was conducted from 15th to 29th on February, 2016 among SNS using convenience sampling method. A total of 300 responses were collected, of which 291 were used for analysis, after excluding responses containing missing data. Multiple regression and hierarchical regression were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that bridging social capital had a greater effect on trust of food product than the bonding social capital. ; Second, trust of food product significantly impacted purchase intention and SNS-WOM;. Third, trust of food product found to mediate the relationships between bridging social capital and SNS-WOM, bridging social capital and purchase intention.

• Culinary science and hospitality research
• /
• v.22 no.7
• /
• pp.131-147
• /
• 2016

The purpose of this study was to verify the effects of two types of social capital on trust and purchase intention of food products. In addition, the moderating roles of perceived risk and SNS receiver characteristics were also examined. The survey for this study was conducted from the 17th to the 30th of June, 2016 through SNS using the convenience sampling method. A total of 230 responses were collected, of which 200 were used for analysis, after excluding responses containing missing data. Multiple regression and moderated regression were conducted to verify the hypotheses. The results from this study are as follows. First, it was found that social capital (bridging social capital and bonding social capital) had an effect on trust of food product. Second, perceived risk of food product was found to moderate the relationship between social capital (bridging social capital and bonding social capital) and trust. Third, trust of food product significantly impacted purchase intention. Fourth, SNS receiver characteristics of food product were found to moderate the relationship between trust and intention;, and trust of food product was found to mediate the relationship between bridging social capital and purchase intention.

• Journal of Korea Society of Industrial Information Systems
• /
• v.20 no.1
• /
• pp.63-77
• /
• 2015

As social network service(SNS) environments have been changed and increased, people perceive SNSs as a part of their daily lives. Therefore mutual communication activities based on the Internet and its influences are expanding continuously. This paper explored the difference between consumers' emotional well-being level and social capital formed through SNSs. Given that the reason of using SNS and its utilization can be different depending on consumers, this paper also examines generation differences. Hence, we examine how the forms of emotional well-being and social capital in SNSs can be different according to each generation. We conducted a survey targeting the consumers who have an experience of using online SNS and looked into the effects of emotional well-being and social capital among generations using eighty three valid samples. In this study, we find that there are differences on the effects of the sizes and the types of social capital formed through SNS, depending on the generations. In particular, the size of social capital from younger generation was larger compared to the older generation and bridging social capital, one of social capital types, was also bigger in the younger generation compared to the older generation. Although general emotional well-being was not differentiated among the generations, we could find a generation difference by showing that older generation's negative well-being, one of emotional well-being types, was more sensitive than younger generation. Based on such results, this paper proposes SNS utilization plan sub-divided by generations, suggesting management direction of online social networks.

• The Journal of the Korea Contents Association
• /
• v.22 no.8
• /
• pp.258-273
• /
• 2022

This study examines the effect of SNS tourism value (economic, social) and social capital (bonding, bridging) on SNS tourism satisfaction using SNS and the effect of SNS tourism satisfaction on reuse intention. In addition, in the relationship between SNS tourism satisfaction and reuse intention, a future-oriented time perspective variable was applied to investigate the moderating effect. We verified 326 people who had accommodation tourism experience using SNS. SPSS 25.0 and Smart PLS 3.0 were used to analyze reliability and validity. The study results are as follows. First, economic and social values had a positive effect on satisfaction. Second, it was found that bridging social capital had a positive effect on satisfaction, but bonding social capital had no effect. Third, satisfaction was confirmed to have a positive effect on reuse intention. Fourth, in the relationship between satisfaction and reuse intention, the future-oriented time perspective was found to have a significant moderating effect. The overall implications are presented through the research results, and it is expected that these will be used as basic data for the development plan of the tourism industry.

• The Journal of the Korea Contents Association
• /
• v.19 no.4
• /
• pp.138-149
• /
• 2019

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.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.17 no.8
• /
• pp.69-76
• /
• 2016

As the number of SNS users increases, so does their self-disclosure. This study examined the factors affecting self-disclosure based on Social Capital Theory and Regulatory Focus Theory. The (extent of self-disclosure by users/number of users disclosing themselves) in SNSs is expected to differ depending on their social capital (bonding capital vs. bridging capital) and regulatory focus (promotional vs. defensive). As a result of this study, it is found that bridging capital is positively related to self-disclosure in profile and in conversation, while bonding capital is positively related to self-disclosure only in conversation. With regard to regulatory focus, promotional orientation has a significant effect on self-disclosure in profile and in conversation, while defensive orientation is negatively related to self-disclosure in profile, but not related to self-disclosure in conversation. Promotional orientation is found to moderate the effect of bridging capital on self-disclosure.

• Management & Information Systems Review
• /
• v.37 no.4
• /
• pp.21-39
• /
• 2018

Today, Mobile Instant Message (MIM) has become a communication means which is commonly used by many people as the technology on smart phones has been enhanced. Among the services, KakaoGame creates much profits continuously by using its representative Kakao platform. However, even though the number of users of KakaoGame increases and the characteristics of the users are more diversified, there are few researches on the relationship between the characteristics of the SNG users and the continuous use of the game. Since the social capital that is formed by the SNG users with the acquaintances create the sense of belonging, its role is being emphasized under the environment of social network. In addition, game user's concerns about the information privacy may decrease the trust on a game APP, and it also caused to threaten about the game system. Therefore, this study was designed to examine the structural relationships among SNG users' social capital, concerns about the information privacy, flow, SNG reuse intention and recommendation intention. The results from this study are as follow. First of all, the participants' bridging social capital had a positive effect on the flow of an SNG, but the bonding social capital had a negative effect on the flow of an SNG. In addition, awareness of information privacy concern had a negative effects on the flow of an SNG, but control of information privacy concern had a positive effect on the flow of an SNG. Lastly, the flow of an SNG had a positive effect on the reuse intention and recommendation intention of an SNG. Also, reuse intention of an SNG had a positive effect on the recommendation intention. Based on the results from this study, academic and practical implications can be drawn. First, This study focused on KakaoTalk which has both of the closed and open characteristics of an SNS and it was found that the SNG user's social capital might be a factor influencing each user's behaviors through the user's flow experiences in SNG. Second, this study extends the scope of prior researches by empirically analysing the relationship between the concerns about the SNG user's information privacy and flow of an SNG. Finally, the results of this research can provide practical guidelines to develop effective marketing strategies considering them for SNG companies.