CAJ | 학술논문

如何培育 SNS 用户的忠诚度是学术界和服务供应商共同关注的问题,检索 EBSCOhost、Web of Science、ABI/ INFORM 和 Science Direct 这四大数据库,结合 Jill Griffin 提出的忠诚度概念矩阵,构建了一个二维的 SNS 用户忠诚度分析框架,两个维度分别为:忠诚度层次和理论视角.本文在虚假忠诚和理想忠诚两个层面展开,从技术和用户两个视角入手分析有关 SNS 用户忠诚度的研究,发现学者们主要使用的理论有期望确认理论和价值理论等.最后,指出理论研究尚未完善的地方以及进一步研究的发展方向.
여하배육 SNS 용호적충성도시학술계화복무공응상공동관주적문제,검색 EBSCOhost、Web of Science、ABI/ INFORM 화 Science Direct 저사대수거고,결합 Jill Griffin 제출적충성도개념구진,구건료일개이유적 SNS 용호충성도분석광가,량개유도분별위:충성도층차화이론시각.본문재허가충성화이상충성량개층면전개,종기술화용호량개시각입수분석유관 SNS 용호충성도적연구,발현학자문주요사용적이론유기망학인이론화개치이론등.최후,지출이론연구상미완선적지방이급진일보연구적발전방향.
@@@@Abstract How to cultivate SNS users’ loyalty has become a common concern of academia and service suppliers. This paper searched four databases of EBSSCOhost, Web of Science, ABI/ INFORM and Science Direct, then constructed a two-dimensional analysis framework of SNS users’ loyalty by combining the concept matrix of loyalty put forward by Jill Griffin, with loyalty level and theoretical perspective as the two dimensions. Based on two loyalty levels named spurious loyalty and ideal loyalty, the paper clarified researches on SNS users’ loyalty in two perspectives: technology perspective and user perspective respectively. It was found that the main theories used by scholars were Expectation Confirmation Theory and Value Theory, etc. Finally, the development direction for further theoretical research was pointed out.