동료 영향 민감성, 이용 즐거움 및 행동의도 간의 구조적 관계에서사회적 네트워크 크기의 조절역할 분석 - 모바일 환경에서 청소년의 영화소비 행동을 중심으로 -

초록

This study intend to find out the effects of adolescent’s susceptibility to peer influence on enjoyment of usage, online word-of-mouth intent, purchase intention and the moderating effect of social network size. In particular, the additional adjustment analysis has been conducted. This research divided personal online and offline friends based on pervious studies. The findings of this study as follow: First, informative to peer influence had significant positive impact on enjoyment of usage, online word-of-mouth intention and purchase intention. whereas, normative to peer influence has significant positive effects on enjoyment of usage and online word-of-mouth intention. But the impact on purchase intention was not significant. Second, the result of social network size moderating effects have determined that the informative to peer influence and normative to peer influence to low group had a significant positive effect on enjoyment of usage, online word-of-mouth intention, and purchase intention. On the other hand, informative to peer influence was found to have a significant impact on enjoyment of usage, online word of mouth intention and purchase intention in high group. Third, the results of the offline group, normative to peer influence of the low group was found to have a significant positive effect on enjoyment of usage, online word-of-mouth intention and purchase intention. the informative to peer influence were positively influenced online word-of-mouth intention and purchase intention. However, in the case of the high group, the informative to peer influence had a significant effect on enjoyment of use, online word of mouth intention and purchase intention, but the normative to peer influence had no influence with the related variables. Finally, the additional analysis of the online group showed that the normative to peer influence to the purchase intention of the low group showed no significant effect on the purchase intention, the higher group showed that the susceptibility to peer influence had no structural effect on enjoyment of use, online word - mouth intention and purchase intention. Based on the results of this study, the practical direction of the company and the direction of the research were also discussed.

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