SNS의 이용동기가 활동성에 미치는 영향 : 평판인지와 몰입의 매개효과

Abstract

Social Network Services(SNSs) have no longer the only role of the social relation and networking channel among people who are connectable. Now a day, most SNS sites developed commercial services in which users posted their profiles through online or mobile, which enabled forming a social relationship with others as well as making channels for communication. Today, most SNS users share his every activities through the SNS, and gain reputation from his followers. Also, activities of particular person can be easily searched through the Internet and SNSs. It is possible to manage their reputation on the SNS site. From the advent of SNS sites, many companies who know the power of it have been using the SNS for the brand and reputation management. Accordingly, active and strategic SNS management can increase their value and promote their followers. We especially interested in the mediating role of cognitive reputation and flow of individuals between using motives and activities on SNS. To verify the mediating role of cognitive reputation and flow between exogenous motive variables and dependent action performance variable, we gathered data from three young generations, e.g. high school students, college students, and young officer workers. We categorized the motives of using SNS as five factors: information search & sharing, self-actualization, self-presentation, play & amusement, and communication & relationship. The empirical tests show that communication & relationship factor was most effective on cognitive reputation, and it affects on SNS activities indirectly. Also, play & amusement factor was most effective on flow, and it affects on activities indirectly. The research model was enough to prove the mediating role of cognitive reputation and flow. The test results give us some important implications. First, cognitive reputation management is important for relation oriented SNS users. Second, flow management is important for entertainment oriented users.