CAJ | 학술논문

基于三要素理论、转换成本理论构建了实名制社交网络SNS网站用户信息传播行为影响因素模型，阐述了模型中自变量人际关系、个人特质与信息环境及中间变量社交吸引力及转换成本对网络用户信息传播行为的影响。通过在线调查，获取了229份有效问卷，研究结果表明：沟通需求、转换成本和人际关系对用户的信息传播行为有正向的直接影响，影响程度依次降低；风险感知对用户信息传播行为具有负向的直接影响。最后阐述了网络运营商和广告商分别可以利用影响用户信息传播行为因素提高网站的浏览量和进行广告的精准投放。
기우삼요소이론、전환성본이론구건료실명제사교망락SNS망참용호신식전파행위영향인소모형，천술료모형중자변량인제관계、개인특질여신식배경급중간변량사교흡인력급전환성본대망락용호신식전파행위적영향。통과재선조사，획취료229빈유효문권，연구결과표명：구통수구、전환성본화인제관계대용호적신식전파행위유정향적직접영향，영향정도의차강저；풍험감지대용호신식전파행위구유부향적직접영향。최후천술료망락운영상화엄고상분별가이이용영향용호신식전파행위인소제고망참적류람량화진행엄고적정준투방。
This research proposed an influencing factor model for the users' information behavior in real-name SNS websites based on three-factor theory and switching cost theory. The model presented the influence of the independent variables of interpersonal relation-ships, individual traits, information environment and the intermediate variables of social attraction and switching costs on the information dissemination behaviors. With the data from 229 valid questionnaires in an online questionnaire survey, results showed that communication demand, switching costs and interpersonal relationships had a direct diminishing positive influence on users' information dissemination be-haviors. However, risk perception had a direct negative influence on information dissemination behaviors. Marketing strategy advices to the internet operators and advertising agencies were presented at last.