자기결정성 요인이 마이크로블로깅 서비스 수용의도에 미치는 영향 연구

Microblogging is a web service(Twitter) that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, digital audio or the web. Twitter, Facebook, and other microblogging services are also becoming a platform for marketing and public relations, with a sharp growth in the number of social media marketers. Moreover, Microblogging services has the potential to become a new, informal communication medium, especially for collaborative work within organizations. As microblogging services use continues to grow every year, it is quickly becoming a core component of enterprise social software. In this sense, this study is aimed at proposing a new research model in which microblogging service intention to acceptance influence factors (i.e., perceived autonomy, perceived competence, and perceived relatedness) affect TAM (i.e., perceived usefulness and perceived ease of use) and Flow positively, leading to microblogging service intention to acceptance eventually. This study developed a research model to explain the use of microblogging service, and collected 176 survey responses from the undergraduate students who had experiences with such microblogging services(twitter). To prove the validity of the proposed research model, PLS analysis is applied with valid 176 questionnaires. By employing PLS technique, the measurement reliability and validity of research variables are tested and the path analysis is conducted to do the hypothesis testing. In brief, the finding of this study suggests that microblogging service intention to acceptance influence factors affect TAM and Flow positively, and microblogging service intention to acceptance as well.