소비자의 기업 마이크로블로그 이용 동기 요인이 만족도 및 구전의도에 미치는 영향 : 트위터를 중심으로A Study on Effects of Customer Usage Motivation on Satisfaction and Word-of-Mouth Intention of Enterprise Micro-Blog: A Focus on Twitter
- Other Titles
- A Study on Effects of Customer Usage Motivation on Satisfaction and Word-of-Mouth Intention of Enterprise Micro-Blog: A Focus on Twitter
- Authors
- 전병호; 강병구
- Issue Date
- 2013
- Publisher
- 한국인터넷전자상거래학회
- Keywords
- Social Network Service; Enterprise Micro-Blog; Twitter; Use and Gratifications; Word-of-Mouth
- Citation
- 인터넷전자상거래연구, v.13, no.1, pp.65 - 83
- Indexed
- KCI
- Journal Title
- 인터넷전자상거래연구
- Volume
- 13
- Number
- 1
- Start Page
- 65
- End Page
- 83
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/104736
- ISSN
- 1598-1983
- 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.
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