Development of cutting-edge telecommunication technologies has brought new paradigms to the society and culture of 21st century with social media being representative of such technologies. Social media refers to an online platform utilized by people to share with others their own thoughts, opinion s...
Development of cutting-edge telecommunication technologies has brought new paradigms to the society and culture of 21st century with social media being representative of such technologies. Social media refers to an online platform utilized by people to share with others their own thoughts, opinion sand experiences etc. and participate in a rapidly changing and diversifying communication environment. ‘Twitter’, ‘Facebook’ and ‘Youtube’ are the typical examples and new services continue to come up. Social media has a structure providing network connection for users who can respond and react immediately through such connection. It makes information flow freely and spread rapidly as producers and consumers of information are connected real time allowing them to do two-way communication. It also comes into play as a space for new social networking and this has significant influence on extension of social media. Especially, such trend is being spread more widely through its recent combination with personal mobile devices such as smart phone and tablet PC etc. What brings attention to social media is its transmission rate and information shared and distributed by people in amount just beyond your imagination. Moreover, it has revolutionized distribution of information as a new platform for information and communication, forming a new industry. Its spreading and growing influence is a global phenomenon. It is, therefore, crucial how an individual or a corporation should further activate social media as a space for information sharing and communication. Studies on social media itself have still long way to go compared to those on social issues concerning social media and information sharing. When it comes to researches on social media, they are nothing more than qualitative reports or exploratory studies. This study puts its focus on what impact office workers’ motivation for information sharing has on their attitude and intention of sharing information. Based on existing studies, it has divided motivation for information sharing into psychological factors(enjoyment in helping, information self-efficacy, image) and social factors(social network, social trust, reciprocal benefit). Research model has been designed on the basis of theory of reasoned action(TRA)(social norm, attitude toward information sharing, intention to share information). For validation of research model and hypotheses, an empirical analysis has been conducted against office workers in 20-40 years of age who are thought to be those actively using social media. Research hypotheses have further been validated using structural equation modeling for verification of influences variables have among them. The result tells us that among motivations for information sharing, enjoyment in helping and image which are psychological factors have significant influence on attitude toward information sharing. Information self-efficacy, however, does not have any significant influence on attitude toward information sharing. Social factors such as social network, social trust and reciprocal benefit have significant influence on attitude toward information sharing. Social norm and attitude toward information sharing have significant influence on intention for information sharing. Generally speaking, hypotheses presented in the research model have been adopted. With growing relationship through transmission and exchange of information and networking, social media has been drawing attention with its rising influence. Through the result of this study, we would expect individuals and corporations alike to look into personal motivations affecting intention for information sharing in an attempt to facilitate communication and information sharing through social media among employees and with clients, thereby contributing to marketing activities utilizing social media, utilization of and operating strategy for social media in the future.
Development of cutting-edge telecommunication technologies has brought new paradigms to the society and culture of 21st century with social media being representative of such technologies. Social media refers to an online platform utilized by people to share with others their own thoughts, opinion sand experiences etc. and participate in a rapidly changing and diversifying communication environment. ‘Twitter’, ‘Facebook’ and ‘Youtube’ are the typical examples and new services continue to come up. Social media has a structure providing network connection for users who can respond and react immediately through such connection. It makes information flow freely and spread rapidly as producers and consumers of information are connected real time allowing them to do two-way communication. It also comes into play as a space for new social networking and this has significant influence on extension of social media. Especially, such trend is being spread more widely through its recent combination with personal mobile devices such as smart phone and tablet PC etc. What brings attention to social media is its transmission rate and information shared and distributed by people in amount just beyond your imagination. Moreover, it has revolutionized distribution of information as a new platform for information and communication, forming a new industry. Its spreading and growing influence is a global phenomenon. It is, therefore, crucial how an individual or a corporation should further activate social media as a space for information sharing and communication. Studies on social media itself have still long way to go compared to those on social issues concerning social media and information sharing. When it comes to researches on social media, they are nothing more than qualitative reports or exploratory studies. This study puts its focus on what impact office workers’ motivation for information sharing has on their attitude and intention of sharing information. Based on existing studies, it has divided motivation for information sharing into psychological factors(enjoyment in helping, information self-efficacy, image) and social factors(social network, social trust, reciprocal benefit). Research model has been designed on the basis of theory of reasoned action(TRA)(social norm, attitude toward information sharing, intention to share information). For validation of research model and hypotheses, an empirical analysis has been conducted against office workers in 20-40 years of age who are thought to be those actively using social media. Research hypotheses have further been validated using structural equation modeling for verification of influences variables have among them. The result tells us that among motivations for information sharing, enjoyment in helping and image which are psychological factors have significant influence on attitude toward information sharing. Information self-efficacy, however, does not have any significant influence on attitude toward information sharing. Social factors such as social network, social trust and reciprocal benefit have significant influence on attitude toward information sharing. Social norm and attitude toward information sharing have significant influence on intention for information sharing. Generally speaking, hypotheses presented in the research model have been adopted. With growing relationship through transmission and exchange of information and networking, social media has been drawing attention with its rising influence. Through the result of this study, we would expect individuals and corporations alike to look into personal motivations affecting intention for information sharing in an attempt to facilitate communication and information sharing through social media among employees and with clients, thereby contributing to marketing activities utilizing social media, utilization of and operating strategy for social media in the future.
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