행정기관의 소셜네트워크서비스(SNS)에 대한 지각된 가치가 사용의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

Recently, as the social network services (SNS) such as Twitter and Facebook have been paid attention in many fields of the society, there are increasing interests in SNS in administrative agencies for active use of SNS for communication utilizing merits and characteristics of SNS with the residents, and delivery and expansion of administrative information. However, studies of SNS conducted by administrative agencies have only focused on publicity and finding out current status, and people are not much interested in SNS posted by administrative agencies. Therefore, in order to increase understanding and participation of people regarding administrative information and communication with people as well as publicity on administration, this study investigated what factors are influential on the awareness of SNS of the administrative agencies and have persistent intention to use. The significance of this study lies in such findings. This study was conducted through conceptualization of the perceived value in terms of benefits obtained compared to the invested sacrifice by utilizing the perceived value factors of Zeithaml(1988) so that more people can utilize SNS of administrative agencies by grasping the intention of the SNS of the administrative agencies. The benefit factors of the perceived value consist of perceived usefulness, perceived enjoyment, and perceived service. The sacrifice factors consist of technical efforts and security risk. This study intended to investigate if the perceived value influenced the intention to use the SNS of administrative agencies. Summary of the results of the study is as follows. First, it was found that perceived enjoyment and perceived usefulness, which are the benefit factors of perceived value, had positive(+) influence, while the security risk, which is the sacrifice factor had negative(-) influence. Second, the perceived service, which is a benefit factor, and the technical effort, which is a sacrifice factor were proved to have no influence on perceived value. It was confirmed that there is very high correlation between the perceived value and the intention to use SNS of administrative agencies. It seems that people want to obtain useful information that attracts their interest through the SNS of administrative agencies, rather than getting information unilaterally from the SNS. For this, it is required to make efforts to develop various contents and provide information giving enjoyment to people. Also, in the event that people post a request regarding civil service or present a policy opinion through the SNS of administrative agencies, the disclosure risk of such information may cause negative recognition of people on using SNS of administrative agencies. Therefore, more enhanced efforts for security maintenance should be made. In order to increase the intention to use SNS of administrative agencies, it is required to have proactive attitude to provide safe and enjoyable service in consideration of perceived usefulness, perceived enjoyment, and security risk, which can increase the perceived value of people through SNS.