소셜 네트워크 서비스(SNS) 활동이 소비자의 지식창출 및 지속적 사용의도에 미치는 영향

Abstract

In this study we postulate that the consumption value plays an essential mediating role in the relationship between the social network service activities and the knowledge creation and continuous intention to use. Also, the two types of SNS play essential moderating roles in these relations. A model integrating SNS activities, three forms of consumption value(informational value, social value, hedonic value), and the knowledge creation, continuous intention to use is tested using data of 266 SNS users. The results of the data analysis showed that the social network service activities positively influence on the informational value, the social value, and the hedonic value. Also, the informational value and the social value have a significant impact on the knowledge creation.Also, hedonic value positively influences on the continuous intention to use. Finally, knowledge creation was a significant influence on the continuous intention to use. Thus, this study demonstrated that three dimensions of the consumption value indeed play a mediating role between the social network service activities and the knowledge creation and continuous intention to use. Above all, Both informational value and the social value were higher in the closed SNS(versus opened SNS). But There was no perceptional difference of hedonic value in both opened SNS and closed SNS.