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A Study on the Difference between Young and Old Generation of SNS Behavior
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SNS(social network service)활용에 대한 세대별 차이 연구

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Type
Academic journal
Author
Yoon Yong Hwang (조선대학교) Ki Sang Lee (조선대학교) Soow-A Choi (조선대학교)
Journal
Korea Society of Industrial Informantion Systems Journal of the Korea Industrial Information Systems Research Vol.20 No.1 KCI Accredited Journals
Published
2015.2
Pages
63 - 77 (15page)

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A Study on the Difference between Young and Old Generation of SNS Behavior
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As social network service(SNS) environments have been changed and increased, people perceive SNSs as a part of their daily lives. Therefore mutual communication activities based on the Internet and its influences are expanding continuously. This paper explored the difference between consumers’ emotional well-being level and social capital formed through SNSs. Given that the reason of using SNS and its utilization can be different depending on consumers, this paper also examines generation differences. Hence, we examine how the forms of emotional well-being and social capital in SNSs can be different according to each generation.
We conducted a survey targeting the consumers who have an experience of using online SNS and looked into the effects of emotional well-being and social capital among generations using eighty three valid samples. In this study, we find that there are differences on the effects of the sizes and the types of social capital formed through SNS, depending on the generations.
In particular, the size of social capital from younger generation was larger compared to the older generation and bridging social capital, one of social capital types, was also bigger in the younger generation compared to the older generation.
Although general emotional well-being was not differentiated among the generations, we could find a generation difference by showing that older generation’s negative well-being, one of emotional well-being types, was more sensitive than younger generation.
Based on such results, this paper proposes SNS utilization plan sub-divided by generations, suggesting management direction of online social networks.
#사회적 자본 #결속적 사회자본 #연결적 사회자본 #정서적 웰빙 #social capital #bonding social capital #bridging social capital #emotional well-being

Contents

요약
Abstract
1. 서론
2. 이론적 배경 및 가설설정
3. 연구방법
4. 실증분석
5. 결론 및 시사점
6. 한계점 및 향후연구
References

References (44)

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1. [단행본] - Lenhart, A. / 2007 / Teens and Social Media: The Use of Social Media Gains a Greater Foothold in Teen Life as They Embrace the Conversational Nature of Interactive Online Media / Pew Internet and American Life Project google schola 2. [단행본] - Sung, J. M. / 2012 / Social Campaign Secret Code / Caraban google schola 3. [학술지(정기간행물)] - 유창조 / 2011 / 온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구: 제품관여도, 조절초점, 자기효능감의 조절효과를 중심으로 / 아시아마케팅저널 13 (3) : 209 ~ 231 google schola 4. [학술지(정기간행물)] - Steinfield, C. / 2008 / Social Capital, Self-esteem, and Use of Online Social Network Sites : A longitudinal Analysis / Journal of Applied Developmental Psychology 29 : 434 ~ 445 google schola 5. [단행본] - Lin, N / 2001 / Social Capital: A Theory of Social Structure and Action / Cambridge University Press google schola

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