소비자의 기업 마이크로블로그 이용 동기 요인이 만족도 및 구전의도에 미치는 영향 : 트위터를 중심으로

Abstract

As the number of smart phone users increases, many organizations begin to adopt social media rapidly to diversify communication channels with customers. Specifically, twitter, which supports instant and two-way communications between users and between organizations and users, has been adopted by many organizations as an efficient way not only to identify new customers but also to retain existing customers. The purpose of this study is to investigate the usage motivation and satisfaction of enterprise twitter based on use and gratifications perspectives. Based on prior studies on use and gratifications of Internet-related media, information seeking, pleasure/entertainment, relationship, communication, and incentives were identified as usage motivations of enterprise twitter. According to the results, information seeking and incentives is not significantly related to the satisfaction, but other motivation factors(pleasure/entertainment, relationship, communication) were found to be significantly related to the satisfaction. Then satisfaction was found to be significantly related to the intention to word-of-mouth. This study contributes to provide the base of activation strategies and practical implications for twitter as a marketing tool.