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J Korean Soc Qual Manag. 2016 Mar;44(1):199-214.
Published online 2016 April 18. http://dx.doi.org/10.7469/JKSQM.2016.44.1.199
ⓒ KSQM.ORG. All rights reserved.

An Effect of SNS Performance and Arts Information Service Quality on Initial Trust and Prosumer Activity: Focusing on Dance Performance

Park, Sun-Woo * ․ Cho, Chul-Ho **

* Department of Dance, Sookmyung Women’s University ** Department of Hospital Management, Daegu Haany University


Abstract

Purpose: The present study was designed to examine the casual relationships among performance and arts
information service quality, initial trust, user satisfaction, reuse intention and prosumer activity in social network
service(SNS). Also, we intended to explore significant factors on use performance of SNS through causal
model analysis in the viewpoint of total effect.
Methods: As a survey tool, questionnaire has obtained validity and reliability through literature survey, exploratory
survey and pretest and sample 403 was selected. For statistical treatment of pretest and main
analysis, SPSS18.0 and AMOS18.0 were employed and structural equation model was employed as analysis
method.
Results: Result of this study shows as follows. Two factors (precision and reciprocal action) have an effect
on user satisfaction, initial trust, reuse intention and prosumer activity. We found that with an importance
of initial trust, prosumer activity can be a useful and significant factor in causal relationship of SNS.
Conclusion: The present study shows that two factors(precision and reciprocal action) in via of initial trust,
were important factors that related companies have to emphasize to raise performance, And also we confirmed
new factor ‘prosumer activity’through this study. However, the present study has some limitations to be studied
in the future.

 

Key Words: Social Network Service, Dance Performance Information, Service Quality, User Satisfaction, Reuse
Intention, Prosumer Activity



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