발간년도 : [2018]
| 논문정보 |
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| 논문명(한글) |
[Vol.13, No.2] A Study on the Continuous Use Intention of the Facebook Platform |
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| 논문투고자 |
Nae-Eul Cho |
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| 논문내용 |
The industry has entered a new era since Apple announced the first smartphone in the United States in 2007. With the convenience and accessibility of portability, smartphones have become the foundation of new networks, not phones. This has led to a new leap forward in social network services, and in particular, the rapid growth of SNS, such as Facebook, Instagram, and Cacao, has created a virtuous cycle structure in which various businesses are created. In this study, we investigate what factors affect users in using Facebook platform. 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 Facebook 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. |
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