SNS 지각된가치가 SNS 신뢰를 통해 SNS 태도에 미치는 영향 연구 : 해석수준의 조절효과를 중심으로

This study examines the structural relationships of SNS Perceived Value, SNS Trust, andSNS Attitude in the SNS(Social Network Service). First, we analyzed the relationship between theeffect of SNS Functional Value and SNS Social Value on SNS Trust. Second, we analyzed therelationship between the effect of SNS Functional Value and SNS Social Value on SNS Attitude.Third, we examine whether SNS Trust influences SNS Attitude. In addition, in the relationshipsbetween SNS Perceived Value and SNS Attitude, we analyze moderating effect of BehaviorIdentification Construal Level. The research model was tested by using survey data collected from435 respondents who have used SNS. And SPSS 22.0 and AMOS 22.0 technique used to performthese analysis.The main findings are as follows. First, the results indicate that SNS Functional Valueand SNS Social Value, have positive effects on SNS Trust. Second, the results indicate that SNSFunctional Value and SNS Social Value, have positive effects on SNS Attitude. Third, the resultsindicate that SNS Trust have positive effects on SNS Attitude. Fourth, it was shown thant BehaviorIdentification Construal Level had a Moderating Effect in the relationship SNS Functional Value,SNS Social Value and SNS Attitude. Specifically, SNS Social Value had stronger effect on SNSAttitude at Low-level Behavior Identification Construal than High-level Behavior IdentificationConstrual. On the other hand, SNS Functional Value had no moderating effect on SNS Attitude atBehavior Identification Construal Level.Based on the results of the study, we presented the following practical implications ofthis study to SNS marketers. For users at the lower level of behavioral identity analysis, it suggests that making social values of SNS more recognizable will make them more likely to have a positiveattitude toward the SNS. In addition, marketing managers will be able to achieve more successfulmarketing results if they identify the level of behavioral identity of target consumers through a simpleonline survey and carry out a communication strategy that emphasizes SNS social value-orientedmessage strategy and practicality for low-level Behavior Identification Construal SNS users.