사회적기업의 SNS 콘텐츠 속성이 사회적지원 인식과 지속적 이용의도에 미치는 영향

Abstract

The purpose of this study is to examine the effect of SNS content characteristics of social enterprise on consumers' perception of social support and continued use intention. 247 copies collected through the survey were analyzed using the SPSS 23.0 statistical program. As a result of the analysis, it was found that SNS content characteristics had a significant effect only on informational support among the sub-dimensions of social support, and responsiveness among content characteristics had a significant impact on continued use intention directly. From these results, it can be seen that consumers perceive that the more information the social enterprise SNS content contains, the more original the content is, and the more prompt and active response is made, the more informational support is received. In addition, it can be seen that in order for a social enterprise to have consumers continuously visit SNS and maintain a long-term relationship with consumers, it is necessary to give priority to responsiveness rather than other characteristics. It was also confirmed that consumers' perception of informational support had a significantly positive effect on their perception of emotional support, and only emotional support had a significant effect on continued use intention. This study was able to structurally identify the relationship between SNS content characteristics of social enterprises, consumers' perception of social support, and consumer behavior through these results. Since the preceding studies on social enterprises mainly focus on performance and policy aspects, this study, which empirically verified the relationship between consumer attitudes, social support, and SNS content characteristics are expected to be used to expand the scope of research related to social enterprise.