MZ세대의 SNS 사용경험이 사용자 만족과 친밀도에 미치는 영향

The Effect of Generation MZ’s SNS User Experience on User Satisfaction and Stickiness

Purpose - This study applied the ABC model to examine the relationship between the utilitarian and hedonic experiences of SNS use and user satisfaction and stickiness. Furthermore, it examined the mediating effect of user satisfaction and the moderating effect of SNS type. Design/Methodology/Approach - Data was collected over a two-week period from March 10, 2025, to March 23, 2025, through an online survey targeting the MZ generation (1985-2005) with experience using SNS. A total of 389 valid questionnaires were collected, and 357 were used in the final analysis after excluding those that did not meet the age criteria or were insincere. Findings - SNS user utilitarian and hedonic experiences positively influenced both user satisfaction and stickiness. Furthermore, greater satisfaction with SNS use was associated with higher user stickiness, and user satisfaction served as a mediator between utilitarian experience and stickiness. Conversely, there was no mediating effect between hedonic experience and stickiness. Women had higher user stickiness than men, and KakaoTalk had higher user stickiness than Instagram. Furthermore, KakaoTalk users with hedonic experiences were more satisfied with the experience. Research Implications - SNS managers should continuously pursue utilitarian value while creating a website environment that enhances hedonic value. Hedonic experiences not only increase user satisfaction but also have a direct effect on user stickiness. Therefore, providing both utilitarian and hedonic experiences will further enhance user stickiness.