소셜미디어를 활용한 행정정보서비스의 사용의도에 관한연구 : 개인혁신성의 조절효과를 중심으로

Social media applications have become acceptable information, service and communication channels in the Smart Government or Open Government during the last four or five years. Social media practice in the public sector include the use of online social networking services, such as Facebook, Twitter, blogs or other digital media sharing sites to support the organization’s mission, service delivery, as well as issue and relationship management with the public. The purpose of this study is to construct an instrument to evaluate information service quality of administrative agencies and have a further discussion of the relationships among information service quality, perceived usefulness, perceived value and intention to use with moderating effect of personal innovativeness to the relationship between perceived usefulness, perceived value and intention to use. The main findings of this study are as follows: (1) administrative information service quality positively influences both perceived usefulness and perceived value; (2) perceived usefulness positively influences both perceived value and intention to use; (3) perceived value positively influences intention to use; (4) personal innovativeness has moderating effect on the relationship between perceived usefulness, perceived value and intention to use. The findings demonstrate that user’s perception of the value of administrative information services using social media is a principal determinant of intention to use and the other beliefs are mediated through perceived value and ability to use social media of users are positively related to personal innovativeness.