CAJ | 학술논문

社交网站以个性化、社会化为优势赢得了大量用户，然而由于各个社交网站之间的激烈竞争，社交网站运营商们面临着用户流失和使用率下降的严重问题，因此如何保持用户对网站的忠诚度，增强网站黏性成为社交网站运营商亟需解决的关键问题。针对这样的背景，从用户感知实用价值和享乐价值，同时考虑社交网站的特点即社会影响的作用，提出社交网站用户忠诚度的概念模型。采用因子分析和结构方程模型的实证方法对收集到的289个在校学生的数据进行分析，研究结果表明，用户的感知实用价值和享乐价值均显著正向影响用户的满意和网站忠诚度，社会影响对用户忠诚也有显著的正向影响作用。最后，讨论了研究结果和对网站运营商的启示，为未来研究提出建议和指导。
사교망참이개성화、사회화위우세영득료대량용호，연이유우각개사교망참지간적격렬경쟁，사교망참운영상문면림착용호류실화사용솔하강적엄중문제，인차여하보지용호대망참적충성도，증강망참점성성위사교망참운영상극수해결적관건문제。침대저양적배경，종용호감지실용개치화향악개치，동시고필사교망참적특점즉사회영향적작용，제출사교망참용호충성도적개념모형。채용인자분석화결구방정모형적실증방법대수집도적289개재교학생적수거진행분석，연구결과표명，용호적감지실용개치화향악개치균현저정향영향용호적만의화망참충성도，사회영향대용호충성야유현저적정향영향작용。최후，토론료연구결과화대망참운영상적계시，위미래연구제출건의화지도。
Social networking service （SNS） has attracted a large number of users because of its ability to provide personalization and socialization. However, SNS providers are facing the critical issue of the de- crease in both user base and usage rate due to severe competition. Hence, it is of paramount importance for SNS providers to keep their websites sticky and to develop user loyalty. This study proposed a research model of SNS user loyalty comprising of perceived utilitarian value, hedonic value, and social influence as the antecedents. Data on 289 SNS users were collected and empirically analyzed using factor analysis and structural equation modeling method. It was found that both perceived utilitarian and hedonic value have sig- nificantly positive impact on user satisfaction and loyalty, and social influence significantly and positively im- pacts user loyalty. Lastly, discussion of research findings and implications for SNS providers, as well as suggestions for future research are provided.