소셜네트워크 이용동기에 따른 감정적 관여, 인지적 관여의 형성과 만족
The Affective/Cognitive Involvement and Satisfaction According to the Usage Motivations of Social Network Services
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참고문헌
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초록
본 연구는 이용-충족이론의 관점에서 SNS 이용동기에 관해 진행된 연구를 토대로 이용동기에 대한 검토를 실시하고, 이용과정을 통해 형성된 관여도가 만족으로형성되는 구조를 살펴보고자 한다. 또한 남성과 여성간의 이용동기, 감정적/인지적관여, 만족의 형성구조를 비교하여 성별 차이에 따른 전략적 시사점을 도출하고자한다. 이를 위해 구조방적식모형을 설정하고 SNS 이용경험이 있는 306명의 데이터를 Lisrel로 분석하였다. 정보추구동기와 자아표현동기가 감정적 관여에 영향을미치지 않는 것으로 나타났고, 이를 제외한 나머지 가설은 채택되었다. 이에 추가적으로 성별에 따라 비교해 보기위해 남성집단과 여성집단의 경로분석을 실시하였다. 그 결과, 남성의 경우는 정보추구동기, 오락적동기, 자아표현동기가 높은 경우에 감정적 관여가 높아지며, 오락적동기가 높은 경우만 인지적 관여가 높아지는것으로 나타났다. 여성의 경우에는 사회적동기와 오락적동기가 감정적 관여와 인지적 관여를 높이는 것으로 나타나 만족으로 이어졌고, 정보추구동기와 자아표현동기는 감정형성에 영향을 미치지 않았다.
Abstract
To examine how usage of social network services(SNS) can affect users'satisfaction through their involvement to SNS. This study first explored the usage motives on the SNS by reviewing previous studies which are from the perspectives of usage and gratification theory. The structural equation modeling(SEM) approach was used to validate the model and Lisrel was used to analyze 306 data which were collected from college students who have SNS using experiences. The results showed that the motives of information seeking and self-expression have no significant influence on affective involvement to SNS and other hypotheses were all accepted. In order to investigate the relationship of usage motives–involvement-satisfaction between different genders, path analysis in male group and female group were done respectively. The results showed that in the case of male group, the motivation of information seeking, entertainment, and self-expression have positive effect on affective involvement, while only the entertainment motive can increase the cognitive involvement. In the case of female group, socializing motive and entertainment motive have positive effect on both affective involvement and cognitive involvement, but the information seeking motive and self-expression motive can not influence the formulation of emotion in SNS.
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