초록 열기/닫기 버튼
This study examined how effect of main cause of intention to use SNS continuously affects perceived usefulness and use intention, through suggesting social identity, subjective norm, and individual innovation. Also, a research model was designed to investigate moderating effects according to personal characteristic, whether introversion or extroversion. A total of 206 copies of data were analyzed by using a structural equation model and research hypotheses were proved with AMOS 7.0 package. The results are summarized as follows. First, it is shown that the above mentioned three factors have positive effects on perceived usefulness of continuous SNS use via perceived usefulness. Second, social identity and individual innovation depend on individual personality, as a result of moderating effect analysis. Particularly extroverts thought more highly on usefulness perceived individual innovation, while introverts did the same on their social identity.
