The Effect of SNS Usage Motivation on Social Capital and Continuance Usage Intention : Mediating Effect of Trust and Flow

The purpose of this study is to understand the consumer behavior of SNS using mobile. Focusing on consumers" SNS usage motivation, I tried to examine the influence relationship between usage motivation and continuance usage intention on flow, trust, and social capital. The analysis results are as follows. First, informational motivation, communication motivation, and entertainment motivation have positive(+) influence on social capital. Second, as a result of analyzing the influence relationship between SNS usage motivation and trust, there was a positive relationship between informational motivation and communication motivation and trust. However, there was no significant influence relationship between entertainment motivation and trust. Third, there was a positive relationship between informational motivation, flow and entertainment motivation and flow, but there was no relationship between communication motivation and flow. Fourth, social capital and flow, social capital, and continuance usage intention are all positive(+). The results of this study will help to identify the main factors in future SNS strategy building and contents development.