Since a social networking service (SNS) isconsidered as an effective means to communicate and interact with customers, companies are trying to utilize SNS effectively. There is a lack of theory relating to the attributes of SNS. This study aims to investigate the attributes of SNS to classify SNS. B...
Since a social networking service (SNS) isconsidered as an effective means to communicate and interact with customers, companies are trying to utilize SNS effectively. There is a lack of theory relating to the attributes of SNS. This study aims to investigate the attributes of SNS to classify SNS. Based on the social network theory, and previous studies on internet, blog, homepage, communication attributes, this study proposes the seven attributes to classify SNS: interaction, communication, entertainment, information, sharing, intimacy and connection. A pre-test, a pilot test and a main test are conducted. In the main test, 239 SNS users are participated. Through a factor analysis this study verifies the seven attributes of SNS. An analysis of variance with multiple comparisons of $Scheff{\acute{e}}$ method identifies that three attributes, interaction, communication and connection, are found to play significant roles to differentiate SNS. Looking at the overall mean values of the SNS by attribute, interaction, sharing, entertainment, intimacy and communication were relatively high in Facebook. Facebook showed higher values in attributes of interaction, sharing, entertainment, intimacy and communication. Twitter shows the relatively high scores for information and connection. Regarding interaction, Facebook shows higher scores than Twitter and Cyworld. For connection, Cyworld showed a significantly lower score than Twitter and Facebook. Cyworld was separated from the others in the light of communication. Cyworld is relatively weak in communication as it is limited to the message exchanges. The results will help in identifying major attributes for each SNS and classifying SNS.
Since a social networking service (SNS) isconsidered as an effective means to communicate and interact with customers, companies are trying to utilize SNS effectively. There is a lack of theory relating to the attributes of SNS. This study aims to investigate the attributes of SNS to classify SNS. Based on the social network theory, and previous studies on internet, blog, homepage, communication attributes, this study proposes the seven attributes to classify SNS: interaction, communication, entertainment, information, sharing, intimacy and connection. A pre-test, a pilot test and a main test are conducted. In the main test, 239 SNS users are participated. Through a factor analysis this study verifies the seven attributes of SNS. An analysis of variance with multiple comparisons of $Scheff{\acute{e}}$ method identifies that three attributes, interaction, communication and connection, are found to play significant roles to differentiate SNS. Looking at the overall mean values of the SNS by attribute, interaction, sharing, entertainment, intimacy and communication were relatively high in Facebook. Facebook showed higher values in attributes of interaction, sharing, entertainment, intimacy and communication. Twitter shows the relatively high scores for information and connection. Regarding interaction, Facebook shows higher scores than Twitter and Cyworld. For connection, Cyworld showed a significantly lower score than Twitter and Facebook. Cyworld was separated from the others in the light of communication. Cyworld is relatively weak in communication as it is limited to the message exchanges. The results will help in identifying major attributes for each SNS and classifying SNS.
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문제 정의
This research drew attributes of SNS based on the measurement items introduced in the documents that were available at the time of research in order to add effectiveness to social marketing. This study, however, had several limitations which must be noted.
This research endeavored to analyze the attributes and functions of SNS and investigated the most appropriate attributes and functions that companies should have in order to increase their social marketing effects.
This research was carried out to validate attributes of SNS from a general perspective, and the findings are of great significance for academic and application development. From the academic perspective, these results provide a foundation for the development of further research, and have demonstrated the potential to develop a general theory that can throw ideas into shape.
Few studies have compared attitudes and behaviors across sites. This study aims at investigating attributes of SNS to classify SNS. Based on these attributes, this study tries to evaluate major SNS to differentiate them.
제안 방법
The sample was selected from among individuals who are using SNS in Korea. A pre-test, a pilot test and a main test were conducted. The pre-test was used to refine a measurement instrument made by reviewing the previously available literature.
In order to identify major attributes of SNS, this study utilizes several theories, such as social network theory, media attributes, blog attributes, homepage attributes, and communication attributes. Based on the previous literature, this study tries to develop an SNS attribute model. In this study, function is defined as a feature provided by individual SNS, and attribute is defined as the characteristics provided by these functions.
The pre-test was used to refine a measurement instrument made by reviewing the previously available literature. Based on the results of the pre-test, this study further developed an instrument to measure the major constructs and then conducted a pilot test. In terms of methodology, this study carried out a factor analysis three times (pre-test, pilot test and main test), surveyed data and then finalized the constructs regarding measurement reliability and validity to verify a causal relationship model.
This study aims at investigating attributes of SNS to classify SNS. Based on these attributes, this study tries to evaluate major SNS to differentiate them. The different attributes will help in understanding the pursuing directions of each SNS as well as the difference of functions of SNS sites.
Cronbach’s coefficient alpha was used to test the inter-item reliability of the scales used in this study.
50 and above are recommended for factor analysis [40]. In addition, factor analysis was used to examine construct validity. The Kaiser-Meyer-Olkin test and Bartlett’s test of sphericity were first used to assess the appropriateness of the correlation matrices for the factor analysis [45].
The different functions featured in each SNS represent the difference of pursuing directions for the SNS. In order to identify how those SNS sites have different pursuing directions, this study utilizes attributes of SNS sites [26, 98]. The difference in the attributes of individual SNS is considered to be an important basis for the decision to supplement or extend the functions of these social networking sites in the future.
In order to identify major attributes of SNS, this study utilizes several theories, such as social network theory, media attributes, blog attributes, homepage attributes, and communication attributes. Based on the previous literature, this study tries to develop an SNS attribute model.
Based on the results of the pre-test, this study further developed an instrument to measure the major constructs and then conducted a pilot test. In terms of methodology, this study carried out a factor analysis three times (pre-test, pilot test and main test), surveyed data and then finalized the constructs regarding measurement reliability and validity to verify a causal relationship model.
There is a lack of specified research relating to motivation for SNS use and the level of satisfaction by SNS use. Second, in order to classify the types of SNS, the surveyed respondents were asked to select an SNS they mainly used. Cyworld (46%) was the one that is most used by the respondents in Korea, which impairs explanation ability for the research findings.
Third, validation for the correlation between the seven attributes and their performance in the actual operation of an SNS does not exist. The research sought to provide explanations on the SNS attributes through multiple comparison of SNS. It will be meaningful to verify empirically how these attributes identified from this research can affect the operation of communities in reality.
This study proposes an SNS attributes model in which the seven attributes explain SNS. The SNS attribute model is developed from the attribute theories of media and communication as well as the attribute theories of online websites, blogs, and homepages.
대상 데이터
com). The sample consisted of 50.2% male and 49.8% female participants ranging from 15 to 55 years old, the majority of which were in their twenties and thirties (49.7% and 27.6%, respectively). Respondents mainly used Cyworld (46%), Facebook (24.
An online-survey was conducted to collect data. The sample was selected from among individuals who are using SNS in Korea. A pre-test, a pilot test and a main test were conducted.
데이터처리
In order to see if there are variances in mean values between the chosen SNS, it was further verified using ANOVA and a multiple comparison.
이론/모형
New constructs in the model, however, had to be constructed. All items were measured on a five-point Likert scale.
60. The analysis was done using a stepwise approach. The question item which had the lowest maximum factor loading was removed.
The following three checks were performed : the correlation coefficient among question items, Bartlett’s test of sphericity and the Kaiser-MeyerOlkin (KMO) measure of sampling adequacy (MSA).
성능/효과
Fourthly, regarding interaction, Facebook shows higher scores than Twitter and Cyworld, which means Facebook is better in terms of user participation and immediate interaction than Twitter and Cyworld. Fifth, for connection, Cyworld showed a significantly lower score than Twitter and Facebook, which means Cyworld is lower in terms of platform openness, media combination and connection to links than Twitter and Facebook. Sixth, Cyworld was separated from the others in the light of communication.
Fourthly, regarding interaction, Facebook shows higher scores than Twitter and Cyworld, which means Facebook is better in terms of user participation and immediate interaction than Twitter and Cyworld. Fifth, for connection, Cyworld showed a significantly lower score than Twitter and Facebook, which means Cyworld is lower in terms of platform openness, media combination and connection to links than Twitter and Facebook.
For the interaction attribute, Facebook is better than Twitter and Cyworld. From this result, this study concludes that Facebook is better in terms of user participation and immediate interaction than Cyworld. For connection and communication, Twitter and Facebook are better than Cyworld.
Second, Facebook showed higher values in attributes of interaction, sharing, entertainment, intimacy and communication than other SNS. It can be inferred that the level of satisfaction over the features of personal homepage building and the operation of personal forums and various entertaining tools like social games and forums within the SNS, which make it easier to communicate with other users than other SNS, is well manifested in the result.
In summary the findings of this research are as follows : First, in consideration of the precedent research in all their aspects and through factorial analysis, seven attributes of SNS were identified : Interaction, Information, Connection, Sharing, Entertainment, Intimacy and Communication. Second, looking at the overall mean values of SNS by attribute, interaction, sharing, entertainment, intimacy and communication were relatively high in Facebook; while information and connection prevailed in Twitter. The mean values of all seven attributes were relatively lower in Cyworld than in Facebook and Twitter.
The mean values of all seven attributes were relatively lower in Cyworld than in Facebook and Twitter. Third, following variance analysis of the seven attributes drawn from the study, the attributes of interaction and connection showed a significant variance in the SNS (Facebook, Twitter and Cyworld). This implies that each SNS plays a differentiated role in virtual communities and presents implications in the light of the management of and entry into an SNS with thoughts as to how much attention should be paid to each of the services to be rendered.
For connection and communication, Twitter and Facebook are better than Cyworld. Thus, this study shows in terms of platform openness, media combination and connection to links, that Twitter and Facebook are evaluated more highly than Cyworld. Also, Cyworld is relatively weak in communication as it is limited to the message exchanges by and between Ilchons while many-to-many and constant communication is enabled with Twitter and Facebook.
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