발간년도 : [2017]
| 논문정보 |
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| 논문명(한글) |
[Vol.12, No.5] A Study on the Continuous Use Intention of the Social Platform |
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| 논문투고자 |
Nae-Eul Cho |
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| 논문내용 |
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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