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SNS에서의 네트워크 외부성이 심리적 웰빙과 사회적 고양감에 미치는 영향 : 애착의 매개역할

The Effects of Network Externalities on the Psychological Well-being and Social Enhancement in the SNS: the Mediating Role of Attachment

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초록

기존 연구들은 네트워크 외부성이 지속적 사용의도에 영향을 미치는데 있어 지각된 유용성, 지각된 즐거움, 지식공유 같은 매개효과를 고찰하였으나, 본 연구에서는 소셜 네트워크 서비스 맥락에서 네트워크 외부성이 삶의 질 향상에 어떠한 영향을 미치는지를 실증적으로 규명하였다. 구체적으로 네트워크 외부성이 심리적 웰빙과 사회적 고양감에 미치는 효과를 고찰하였으며, 이들 관계에 있어 애착의 매개효과를 제시하였다. 특히 본 연구에서는 애착의 유형을 두 가지(동일시기반 애착 vs. 유대기반 애착)로 구분하여 네트워크 외부성이 애착의 두 유형에 미치는 차별적 효과를 규명하였다. 분석결과, 네트워크 외부성은 유대기반 애착에 긍정적인 영향을 미치는 것으로 나타났으나, 동일시기반 애착에는 유의한 영향을 미치지 않는 것으로 나타났다. 그리고 동일시기반 애착과 유대기반 애착은 심리적 웰빙에 긍정적인 영향을 미치는 것으로 나타났으며, 동일시기반 애착과 유대기반 애착은 사회적 고양감에도 긍정적인 영향을 미치는 것으로 나타났다.

Abstract

Previous studies only investigated perceived usability and enjoyment as a psychological mechanism in the ‘network externalities-continuous use intention’ relation. Different from the past studies, in this study we postulates that the consumers’ attachment play an essential mediating role in the relationship between the network externalities and the psychological well-being/social enhancement. So, the aim of this research is to examine the psychological mechanism of the attachment dimension in the relationship between network externalities and psychological well-being and social enhancement. Attachment is conceptualized into two different forms: identity-based attachment and bond-based attachment. A model integrating network externalities, two dimensions of attachment, psychological well-being and social enhancement was tested using the data of 222 general consumers. The results of the data analysis showed that the network externalities positively influences on the bond-based attachment. But, the network externalities has a significant impact not on the identity-based attachment. Finally, our results indicate that the identity-based attachment and bond-based attachment both have a significant influence on the psychological well-being and on the social enhancement. Thus, this study demonstrates that bond-based attachment indeed plays a mediating role between network externalities and the psychological well-being/social enhancement.

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