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Analysis of user characteristics regarding social network services in South Korea using the multivariate probit model

机译：使用多元概率模型分析韩国社交网络服务的用户特征

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摘要

Understanding user choices and patterns regarding social network services (SNSs) is crucial for companies wanting to communicate with potential customers through this medium. This study suggests an empirical model that analyzes the effects of user characteristics, such as the main objectives, SNS and internet usage patterns, and socioeconomic background, on the choice of SNSs and their usage. We consider that a user may use multiple SNSs and estimate the consumer utility function with the multivariate probit model among four representative SNSs: Cyworld, Twitter, Facebook, and Me2day. The empirical analysis shows that user characteristics differ in terms of SNS and internet access times, devices generally used to access the SNS(s), main objectives of using the SNS(s), installation of SNS application(s) on smartphones, most frequently used portal site, and socioeconomic factors. We conclude that companies can utilize different SNSs as their communication channel with potential consumers, depending on their underlying purpose. For instance, companies that want to conduct target marketing may use Facebook, while those wanting to disseminate product-related information quickly are better off using Twitter. In addition, we find differences in the synergetic effect between portal services and SNSs for companies providing both services simultaneously.
机译：对于希望通过这种媒介与潜在客户进行沟通的公司而言，了解有关社交网络服务（SNS）的用户选择和模式至关重要。这项研究提出了一个经验模型，该模型分析了用户特征（例如主要目标，SNS和互联网使用模式以及社会经济背景）对SNS选择及其使用的影响。我们认为用户可以使用多个SNS，并使用多元概率模型在四个代表性SNS（Cyworld，Twitter，Facebook和Me2day）中估算消费者效用函数。实证分析表明，用户特征在SNS和互联网访问时间，通常用于访问SNS的设备，使用SNS的主要目标，在智能手机上安装SNS应用程序等方面存在差异。使用过的门户网站以及社会经济因素。我们得出的结论是，公司可以根据其潜在目的将不同的SNS用作与潜在消费者的沟通渠道。例如，想要进行目标市场营销的公司可以使用Facebook，而想要快速传播与产品相关的信息的公司最好使用Twitter。此外，对于同时提供两种服务的公司，我们发现门户网站服务和SNS之间的协同效应有所不同。

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  • 来源
    《Technological forecasting and social change》 |2014年第10期|232-240|共9页
  • 作者

    Yoonmo Koo; Sesil Lim; Kayoung Kim; Youngsang Cho;

  • 作者单位

    H. Milton Stewart School of Industrial & Systems Engineering, Georgia Institute of Technology, Atlanta, GA 30332, USA;

    Technology Management, Economics, and Policy Program, College of Engineering, Seoul National University, 1 Gwanak-ro, Gwanak-gu, Seoul 151-742, South Korea;

    Department of Information and Industrial Engineering, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 120-749, South Korea;

    Department of Information and Industrial Engineering, Yonsei University, 50 Yonsei-ro, Seodaemun-gu, Seoul 120-749, South Korea;

  • 收录信息 美国《科学引文索引》(SCI);美国《工程索引》(EI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Social network service; Multivariate probit model; User preference; Communication;

    机译：社交网络服务;多元概率模型;用户偏好;通讯;

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