earticle

영어

This study investigated main and interaction effects of the SNS attachment and product satisfaction on motivations for sharing product experiences on SNSs. Based on the literature review, nine constructs of the information-sharing motivation were suggested: knowledge distribution, knowledge storing, nostalgia, enjoyment, expressing positive feeling, expressing negative feeling, symbolic expression, identity seeking and social interaction. The SNS attachment and the product satisfaction were significantly positively associated with motivations for knowledge distribution, knowledge storing, nostalgia, enjoyment and social interaction. The SNS attachment was significantly positively associated with motivations for symbolic expression and identity seeking; however, product satisfaction was not significantly associated with those motivations. There were interaction effects of the SNS attachment and product satisfaction on the motivations for expressing positive feeling and for expressing negative feeling. Results of further analyses indicated that when people had the higher levels of the SNS attachment and product satisfaction, they were more likely to share information on SNSs to express positive feelings, compared to those who had the lower levels of the SNS attachment and product satisfaction. When people had a higher level of the SNS attachment and a lower level of product satisfaction, they were more likely to share information on SNSs to express negative feeling. However, when they had a lower level of the SNS attachment, they were less likely to express negative feeling on SNSs regardless of product satisfaction. Theoretical and managerial implications as well as limitations of the study were discussed.