A Study on User's Voluntary Behavior in Company Social Networks(CSN)

논문투고일:2014년 04월 27일 논문수정완료일:2014년 06월 12일 논문게재확정일:2014년 06월 20일 * 논문은 2012년도 경희대학교 지원에 의한 결과임. ** 경희대학교 무역학과 교수, 제1저자 *** 경희대학교 무역학과 석사과정, 교신저자 Company Social Networks (CSN) has emerged as a commonly used marketing channel. One of the most important advantages in CSN is the user’s voluntary behavior as a relational performance. We classified level of voluntary behavior, as ‘consumption’, ‘active participation’, and ‘creative contribution’ to comprehend different relational performance of CSN. Moreover, we proposed research model to compare positive attitude and negative attitude. This study aims to investigate ‘the process of user’s voluntary behavior in CSN’ which is causal relationship between benefits of CSN, user’s attitude and voluntary behavior. Empirical results with 175 valid questionnaire data revealed that CSN benefit factors played a significant role in trust and distrust. Based on these effects, trust and distrust have different influences as level of voluntary behavior, just as proposed. For practitioners, it is crucial finding that users are more active behavior based on strong trust. Keyword:Company Social Networks(CSN), Relational Performance, Level of Voluntary Behavior, Trust, Distrust, Fundamental Benefit, Relational Benefit 韓國IT서비스學會誌 第13卷 第2號 2014年 6月, pp.35-53