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Author

Jung, Yoonhyuk
SoT(Social Technology) Lab
Research Interests
  • Information Systems, Digital media, Mobile business

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소셜네트워크사이트 사용자의 가치체계 연구

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Title
소셜네트워크사이트 사용자의 가치체계 연구
Other Titles
Investigation of Users' Goals in Social Network Sites
Author
Jung, Yoonhyuk
Keywords
social network site; technology acceptance means-end chain analysis; goal structures; user-empowering
Issue Date
201403
Publisher
한국정보시스템학회
Citation
정보시스템연구, v.23, no.1, pp.93 - 109
Abstract
This study aims to develop a rich understanding of user goals in user-empowering information technologies which have been dominating part in the information systems environment. A particular focus is on users' goals in a social network site (SNS) which is a typical example of user-empowering technologies. Users conduct various activities in order to achieve diverse goals in SNS. Thus, investigating what goals users pursue in SNS will give insights into understanding the users. We employed the laddering interview technique and means-end chain approach. Interviews of 50 Facebook users were analyzed to produce a hierarchical goal map showing users' goal structure. The map contains 18 goals, including self-reflection, psychological stability, belongingness, improving productivity, and amusement as ultimate goals in SNS. In the map, there are varied routes from activities to ultimate goals in SNS; that is, a complex assembly consisting of activities and goals. The findings call the information systems research community to have more interests in diverse goals and values users seek with technologies.
URI
http://scholarworks.unist.ac.kr/handle/201301/5788
DOI
http://dx.doi.org/10.5859/KAIS.2014.23.1.93
ISSN
1229-8476
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