온라인 상호작용성, 자기 표현성과 개인정보우려가 프레즌스 경험을 통해 SNS 광고에 대한 구전의도 및 SNS 지속적 이용의도에 미치는 영향

As the number of SNS users increasing, many companies actively utilize SNS as a new advertising platform, and the importance of SNS management is also increasing. In this regard, the purpose of this research is to analyze the factors which effect on WOM of SNS ad and SNS continuous use intention. This research was designed to examine the structural relationships between online interactivity, self-presentation, personal information concern, presence experience, WOM of SNS ad and SNS continuous use intention. The results from this research are as follow. First of all, online interactivity and self-presentation have a positive effect on presence experience, but personal information concern has a negative effect on presence experience. Second, presence experience has a positive effect on wom of SNS ad and SNS continuous use intention. Lastly, wom of SNS ad also has a positive effect on SNS continuous use intention.