소셜 플랫폼의 지속사용의도에 관한 연구
A Study on the Continuous Use Intention of the Social Platform
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정보통신기술의 급격한 발전은 전 세계 산업계에 커다란 변화를 가져왔다. 스마트폰의 탄생은 소셜네트워크서비스가 새로운 소통의 플랫폼이 되었으며, 페이스북, 인스타그램, 카카오 등 SNS의 급격한 성장으로 다양한 비즈니스가 생성되는 선순환 구조를 갖게 되었다. 본 연구에서는 현대의 새로운 비즈니스 모델인 소셜 플랫폼을 사용함에 있어서 사용자들은 어떠한 요소에 의해 영향을 받는지를 알고자 연구하였다. 지각된 용이성과 지각된 유용성을 중심으로 하는 기술수용 모델에 재미 변수를 확장한 확장기술수용 모델로 실증 연구를 통하여 플랫폼 구축자에게 실질적인 도움이 되고자 한다. 본 연구의 결과 지각된 용이성과 재미 요소가 지속사용의도에 영향을 주는 것으로 도출되었다. 반면, 지각된 유용성은 영향 요소에서 배제되었다. 이는 소셜 플랫폼이 소셜네트워크서비스의 직접적 비즈니스에 국한되고, 아직은 플랫폼으로서 다양한 비즈니스를 확장하는 유용한 단계에 까지는 이르지 못함을 시사한다고 할 수 있다.
Abstract
The rapid development of information and communication technology has brought about a great change in the global industry. The birth of smartphones has become a new communication platform for social network services and a virtuous cycle structure in which various businesses are created by the rapid growth of SNS such as Facebook, Instagram, and kakao. In this study, we investigate what factors affect users in using social platform, which is a modern business model. The empirical study applying the extended technology acceptance model that extended the fun variables to the technology acceptance model centered on the perceived ease of use and perceived usefulness will be of practical help to the platform builder. The results of this study suggest that perceived ease of use and fun factors affect the intention of continuous use. On the other hand, perceived usefulness was excluded from the influence factors. This suggests that the social platform is limited to the direct business of social network services and that it is not yet a useful step to expand various businesses as a platform. The perceived ease of use and fun factor were both significant for perceived usefulness and persistent intention to use. Especially, fun factor has high path coefficient and p value.
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