소셜미디어의 유료화 전환에 따른 이용자들의 소비행동 방향에 관한 연구

A Study on User Behavior Direction of Chargeable Social Media

Recently, many social media are generating revenue through monetization, but the chargeable policy seems to be limited in terms of practical implications. In order to overcome these limitations, this study focuses on how consumers are immersed in social media for what purpose and how consumers behave according to their level of commitment. As a result of the research study, it was found that the main reason why consumers use social media is fulfillment of social relation needs. However, research results show that consumers are more likely to perceive distrust than to perceive their trust when they move from free to chargeable. In addition, this study conducted multi group analysis to verify the difference between the partial chargeable model and the chargeable model in order to carry out a comparison of these models. As a result, we conclude that the evaluation of consumer resistance can be more favorable when subscription payment is converted to partial fee rather than full payment.