CAJ | 학술논문

根据UTAUT提供的影响结构，加入了焦虑、感知可信性、社会评价三个因素，构建了政务社交媒体公众接受模型。通过验证性因子分析发现，社会影响和社会评价是影响用户使用意愿的主要因素，绩效预期和感知可信性通过社会评价产生影响，而焦虑和付出预期影响不显著。研究结论如下：公众对个人隐私保护及言论管理方面存在的潜在问题不敏感；社会关系对政务社交媒体的推广效果有显著影响；公众期望政务社交媒体对整个社会有益(如提高政府透明度等)。
근거UTAUT제공적영향결구，가입료초필、감지가신성、사회평개삼개인소，구건료정무사교매체공음접수모형。통과험증성인자분석발현，사회영향화사회평개시영향용호사용의원적주요인소，적효예기화감지가신성통과사회평개산생영향，이초필화부출예기영향불현저。연구결론여하：공음대개인은사보호급언론관리방면존재적잠재문제불민감；사회관계대정무사교매체적추엄효과유현저영향；공음기망정무사교매체대정개사회유익(여제고정부투명도등)。
Based on UTAUT, a user acceptance model for social media of government was established, in which three hypothetical con-structs were spotlighted:anxiety of privacy and comments (ANX), perceived credibility (PC) and social evaluation (SE). By means of CFA we found, SE and social influence (SI) were main factors affecting user intention (UI), while performance expectation (PE) and PC had impact on SE, however influences of ANX and effort expectation (EE) on UI were not significant. It was concluded that, firstly, public users were not sensitive to preserving their personal privacy and managing information on the internet;secondly, social relationship would be a good channel for promoting usage of governments' social media; last but not the least, public user expected social media to benefit the whole society such as improving government transparency and democracy.