SNS에서 회복 후 만족을 통한 신뢰와 몰입이 지속적 사용에 미치는 구조적 영향에 관한 연구: 모바일 네트워크 게임을 대상으로 (A Study on the Structural Effect of SNS Recovery, Trust and Flow to Continuous Usability: Applying to Mobile Network Games)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 19권 / 3호 / 221 ~ 242페이지
· 저자명 : 장초, 윤민석

초록

The purpose of this study is to find out how service recovery of complainant customers in the social network service (SNS) environment affects firm trust and product flow, and ultimately the continuous use intention of services. We examine the existing research and extract four factors; SNS influence, perceived usefulness, interactive justice, and distributive justice as components of recovery, trust and flow in SNS environment. Hypotheses are constructed according to the research model presented in this study, and empirical data are collected and analyzed. As a result, 14 hypotheses among 17 hypotheses are adopted from path analyses of the research model. The main findings are that satisfaction after service recovery has a significant effect on trust, and both of them and flow have a significant impact on continuous use intention. The influence of trust toward continuous use is interpreted to include indirect effects through satisfaction after service recovery. The hypothesis that satisfaction after service recovery would have a significant impact on flow was rejected. In addition, the four configuration variables established in this study are analyzed to be significant as a whole. Finding and analyzing additional variables related to service recovery are left as future research tasks.

영어초록

The purpose of this study is to find out how service recovery of complainant customers in the social network service (SNS) environment affects firm trust and product flow, and ultimately the continuous use intention of services. We examine the existing research and extract four factors; SNS influence, perceived usefulness, interactive justice, and distributive justice as components of recovery, trust and flow in SNS environment. Hypotheses are constructed according to the research model presented in this study, and empirical data are collected and analyzed. As a result, 14 hypotheses among 17 hypotheses are adopted from path analyses of the research model. The main findings are that satisfaction after service recovery has a significant effect on trust, and both of them and flow have a significant impact on continuous use intention. The influence of trust toward continuous use is interpreted to include indirect effects through satisfaction after service recovery. The hypothesis that satisfaction after service recovery would have a significant impact on flow was rejected. In addition, the four configuration variables established in this study are analyzed to be significant as a whole. Finding and analyzing additional variables related to service recovery are left as future research tasks.

참고자료

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