지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.9
- 수록면
- 377 - 398 (22page)
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초록· 키워드
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Why people reduce or stop using social network services(SNSs), which are regarded as a mean of relationship and communication, unlike the early trend? To explain the phenomenon, this study tries to predict psychological decision making process of users from perspectives of behavioral economics. With coupling from the mental accounting theory and rational inattention from the rational choice theory as variables, this study verifies relationship two variables and discontinuance intention.
Main findings are as followings; First, the finding shows that benefits perceived by users have negative effects on coupling and discontinuance intention while perceived costs have positive effects on coupling, rational inattention and discontinuance intention. Second, perceived coupling of SNS use leads to rational inattention. Rational inattention is confirmed as a significant factor that has effects on discontinuance intention. In other words, it indicates that when benefits and costs associated with SNS use are psychologically connected each other, inattention to SNS use increases and, as a result, leads to SNS use discontinue behaviors.
Unlike existing technology acceptance studies that usually focus on reasonable and rational process, this study presents new perspectives in the behavioral economics’ point of view and presents a clue to understand psychological decision making process of discontinued use of SNS.
Main findings are as followings; First, the finding shows that benefits perceived by users have negative effects on coupling and discontinuance intention while perceived costs have positive effects on coupling, rational inattention and discontinuance intention. Second, perceived coupling of SNS use leads to rational inattention. Rational inattention is confirmed as a significant factor that has effects on discontinuance intention. In other words, it indicates that when benefits and costs associated with SNS use are psychologically connected each other, inattention to SNS use increases and, as a result, leads to SNS use discontinue behaviors.
Unlike existing technology acceptance studies that usually focus on reasonable and rational process, this study presents new perspectives in the behavioral economics’ point of view and presents a clue to understand psychological decision making process of discontinued use of SNS.
목차
Abstract
Ⅰ. 서론
Ⅱ. 문헌 연구
Ⅲ. 연구모형과 가설
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌
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UCI(KEPA) : I410-ECN-0101-2015-320-002759748