SNS의 관계특성과 콘텐츠요인이 신뢰를 매개로 정보확산에 미치는 영향 : 페이스북 이용자를 중심으로

This study researched the impacts of information diffusion of SNS, which is remarkably used as a marketing channel recently, in terms of relationship with others and contents. The nature of relationship, one of the important variables in SNS, has drawn specific variables as affinity, similarity and popularity through existing studies and content dimensions produced variables as interest, clarity and value throughout the theses in the field of storytelling, which was not studied in SNS. It studied the impact of the nature of relationship (research 1) and contents dimensions (research 2) that has on information diffusion through the medium of trust. In order to achieve the purpose of the study, it was verified by using SPSS 22 with the sample answers of 149 people who voluntarily participated in a survey through researcher’s Facebook. The result of the research 1 showed if the variables of the nature of relationship as affinity, similarity and popularity were high, the relationship trust improved which resulted in a bigger impact on the spread of relationship. The results of the research 2 showed if the content factors as value and clarity, except interest, were high, the content trust was also high which resulted in a bigger impact on the diffusion of the contents. . It showed that the clarity affected diffusion of the contents partially through the content trust, and the value and interest affected diffusion of the contents completely through the content trust. Based on the result of this study, it proposed/presented implications, limitations of the study and directions for the future research.