치과 페이스북 메시지에 대한 이용자 반응 연구

Abstract

Purpose: Although many dental clinics have actively managed social network service (SNS), there are few studies on the effects of messages produced by SNS of dental clinics. The purpose of this study was, targeting Facebook messages of dental clinics, to examine the effects of messages on users by types, and learn various variables that influence the effects of messages. Methods: In order to measure the effects of messages produced by SNS of dental clinics, the types of Facebook messages of dental clinics were divided into interacting type, information providing type, and playing type, and users’ responses were divided into message attitude, image of dental clinics, and word-of-mouth effect. Considering that the main users of Facebook are young people aged 20-30 s, this study targeted Facebook users aged 20-30 s, performed a survey targeting 292 young people, and conducted two sample t-test, one-way ANOVA, and regression analysis by using SPSS 19.0. Results: It could be found that, among the types of Facebook messages of dental clinics, interacting type has a positive effect in the aspect of image of dental clinics, information providing type in the aspect of message attitude, and playing type in the aspect of word-of-mouth effect. Also, it could be found that, among users’ responses, message attitude of information providing type has the greatest effect on users’ Responses. Users having experience of seeing messages and having intention of receiving dental information show more positive effects in the aspects of message attitude, image of dental clinics, and word-of-mouth effect. And it was analyzed that as the rate of SNS use increases, users’ Responses turns out to be more positive. Conclusion: This study has a meaning in that it expanded the range of typical researches from the media characteristics of SNS to the effects of SNS messages. The information providing type, interacting type, and playing type messages have all had a positive effect on the user response. The users who have experienced the dental facebook message expressed more positive response than ones who have not. Frequent exposure of dental Facebook messages can be of interest to users.