Purpose: The present research was designed to explore a causal relationship among SNS prosumer characteristics, relationship quality, user satisfaction, and loyalty intention, and we intended to explore mediating role of relationship quality in the causal relationship.
Methods: As survey tool, questionnaire that had obtained validity and reliability through literature survey and pretest survey, and sample 214 was analyzed using SEM analysis method.
Results: All theoretical relationships, except the relationship between information provision and relational quality, proved to be significant. The relationship quality plays an important intermediary role in the research model.
Conclusion: The characteristics of SNS prosumer activity can be summarized by interaction and informational provision. To increase user satisfaction and loyalty, it is necessary to support these characteristics and strengthen relationships with customers.