SNS 품질이 정보공유와 구전의도에 미치는 영향

Abstract

Due to the drastic technology development in the IT communication field, the communication tools is also transformed as such. In the late 90's, the first recognizable development of online service was provided by the telecommunication companies for the personal computer users, also known as PC communication. After this in the early of the 21stcentury, the well-known Cyworld, Iloveschools sites started the SNS era. The next wave of SNSs began with the introduction of Twitter and Facebook characterizing with distinct attractions to many users and they were proliferating and growing world widely. Nowadays, Social Networking Sites have become the most powerful and trendy communication tool in today's society. Although the initial purpose of the computer mediated communication is for the information sharing and business communication, it appears that the dissemination and interaction of personal and social interest is quite significant as well. In particular, SNS is contributed to extend the social relations into the online space in Korea. SNS is now recognized as an important communication means for our personal and social life but at the same time, it is also regarded as a lucrative business arena for today's internet environment. For this reason, the SNS service market is quite competitive. In order to run a popular SNS site by the service provider, the SNS quality improvement is a crucial factor to strengthen the information sharing function and its word of mouth intention for the success. This paper analyzed the SNS quality in various measure and in what quality factors would impact the user's information sharing manner and word of mouth intention. We reached the conclusion that all of the following factors; SNS service quality, sensitive quality and system quality have meaningful impact on the user's information sharing and word of mouth intention. This paper also examines the implications of such results in depth so that to help and contribute to the marketing research and strategic planning by the SNS service providers.