정체성과 개방성이 소셜 네트워크 서비스 사용의도에 미치는 영향: 친밀감과 지각된 파트너 반응을 중심으로

Abstract

The Influences of Identity and Disclosure on Use Intentions in Social Network Services: Focusing on Intimacy and Perceived Partner Responsiveness

Youhee Joun Advisor : Prof. Daeyong Lee, Ph.D. Department of Business Administration, Graduate School of Chosun University

In domestic, Social Network Service(SNS) have grown rapidly and increasingly attracting the attention of academia and industry researchers Millions of users are trying to integrated SNS sites into their daily lives and practices. Thus, in this study we adopted Interpersonal Process Model of Intimacy to study SNS use intention. First, we investigated the effects of personal identity, social identity and intimacy. Second, we tested the influences of self-disclosure, partner disclosure on perceived partner responsiveness. Third, we measured the relationship between perceived partner responsiveness and intimacy. Lastly, we investigated the effects of intimacy, perceived partner responsiveness and use intention. A total of 232 final respondents were collected from users of Social Network Services in 2011. Smart PLS were used to analyze the data. The results revealed several important findings. First, we found that social identity had a significant and positive effect on intimacy. However, personal identity showed insignificant effect toward intimacy. Moreover, self-disclosure and partner disclosure had a positive effects on perceived partner responsiveness. perceived partner responsiveness showed a positive effect on both intimacy and use intention. Lastly, intimacy had significant effect on use intention. Key words: Social Network Service(SNS), Interpersonal Process Model of Intimacy, personal identity, social identity, self-disclosure, perceived partner responsiveness, intimacy, use intention.