Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: Supplementary 8, Pages: 1-9
Ji Hye Lee and Seung Yeob Yu*
Department of Advertising and Public Relations, Namseoul University, Republic of Korea; [email protected]
The purpose of this study was to investigate the causal relationship regarding the influence of users’ awareness of SNS characteristics on SNS acceptance. To determine the Causal model, exchange of opinion, formation of public opinion, and interactivity were used as the determinant factors of SNS which affect the usage intentions; then the suitability of the research model was verified. Moreover, the covariance structure modeling was carried out in order to verify the mediating effect of the flow experience. The result of the study, first, the user’s awareness of the SNS characteristics - exchange of opinions, public opinion formation and interactivity in SNS had significant effect on the flow experience. Second, awareness of SNS exchange of opinion and interactivity factors had a significant impact on SNS acceptance. Third, the awareness of SNS exchange of opinion and interactivity showed a partial mediating effect on SNS acceptance. Fourth, the awareness of SNS public opinion factor showed a complete mediating effect on the SNS acceptance. These results are expected to address the question of what factors to emphasize for the communicators involved in improving SNS acceptance.
Keywords: Exchange of Opinions, Flow Experience, Interactivity, Public Opinion, SNS Acceptance and Usage
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