SNS 이용특성이 창업의도에 미치는 영향

A Study on the Effects of Social Network Service Use Characteristic to Entrepreneurial Intentions : Mediating Role of Social Network Service Flow

Over the years, as mobile devices come into wide use, the number of SMS users are increasing. Accordingly, companies of social networking service(SNS) are providing a variety of services which can be used easily in mobile environment. This study investigated causal relationship between SNS use characteristics and entrepreneurial intentions with involving SMS commitment as mediating variable. The results of this study are as follows. SNS user characteristics show (-) effect on entrepreneurial intentions. However, it is (+) effect on SNS commitment and the SNS commitment of users demonstrate (+) effect on entrepreneurial intentions. Therefore, SNS commitment plays a role of mediating between SNS use characteristics and entrepreneurial intentions. It presents a perspective that SNS would create a business opportunity and, furthermore, it would become a strategic means for new business as well as a fundamental function of two-way communication media.