초록 열기/닫기 버튼
This study aims to cross-culturally verify the relationship between social capital elements and consumer’s participation in online community service such as social network services based on social capital theory. The study has three maor research objectives; First, it examines whether the three social capital elements(e.g., social trust, network centrality and network tie strength) have impact on SNS participation both qualitatively and quantitatively. Second, it verifies whether social indentity construct composed of cognitive, affective, and evaluative dimensions, moderate the relationship between social capital and SNS participation. Third, the study compares Korean and Chinese consumers in terms of the effects of social capital on SNS participation. The results of study indicate that social trust influences qualitative participation, but not quantitative participation. Next, network centrality, among the three social capital elements, most significantly influenced SNS participation for both Korean and Chinese consumers. Finally, among the three types of social identity, cognitive identity was found to exert greatest impact on the relationship between social capital and SNS participation.
