SNS 이용자 잠복행동의도에 영향을 미치는 요인

Factors Associated with SNS Users’ Lurking Intention

This paper seeks to confirm the relationships of SNS users’ lurking behavior and user personal attributes such as enjoyment in helping others, innovativeness and positive experiences. To address this research problem, literature review on lurking behavior and online knowledge contribution studies was conducted. We rearranged the past studies from a theoretical perspective and a proposed model was derived to explain the relationships among the variables. Using the collected data from 196 SNS users, the PLS (Partial Least Square) modeling method was executed. Empirical test results showed the following. Apathy, risk of privacy and expectation of rewards affect user intention to lurk in SNS directly. Moreover, enjoyment in helping others, innovativeness and positive experiences indirectly influence intention to lurk via apathy, risk of privacy and expectation of rewards.