A study of SNS characteristics and consumer preference, User satisfaction on e-WOM

摘要

SNS companies focus on improving the quality of services which would promote customers satisfaction to lead e-WOM through analyzing users' needs. As the SNS service is in its growing stage, the importance of management of SNS would be considered a key issue for providing its services. Thus, SNS companies are trying to analyze the unsatisfied part of their services to find out what the customers really want from the services. This study is conducted for SNS users to investigate the effect of SNS media properties and consumer preference on user satisfaction, to identify the extent of impact on e-WOM, as well as to figure out how user satisfaction influences e-WOM. The empirical results indicated that the promotion efficiency of SNS and user satisfaction were identified as important influence factors that derive the sustainable e-WOM. Thus, this study proposes strategically developmental plans to the utilization of promotions through SNS for SNS companies.