Since a social networking service (SNS) isconsidered as an effective means to communicate and interact with customers, companies are trying to utilize SNS effectively. There is a lack of theory relating to the attributes of SNS. This study aims to investigate the attributes of SNS to classify SNS. Based on the social network theory, and previous studies on internet, blog, homepage, communication attributes, this study proposes the seven attributes to classify SNS: interaction, communication, entertainment, information, sharing, intimacy and connection. A pre-test, a pilot test and a main test are conducted. In the main test, 239 SNS users are participated. Through a factor analysis this study verifies the seven attributes of SNS. An analysis of variance with multiple comparisons of Scheffé method identifies that three attributes, interaction, communication and connection, are found to play significant roles to differentiate SNS. Looking at the overall mean values of the SNS by attribute, interaction, sharing, entertainment, intimacy and communication were relatively high in Facebook. Facebook showed higher values in attributes of interaction, sharing, entertainment, intimacy and communication. Twitter shows the relatively high scores for information and connection. Regarding interaction, Facebook shows higher scores than Twitter and Cyworld. For connection, Cyworld showed a significantly lower score than Twitter and Facebook. Cyworld was separated from the others in the light of communication. Cyworld is relatively weak in communication as it is limited to the message exchanges. The results will help in identifying major attributes for each SNS and classifying SNS.

1. Introduction1
 2. Theoretical Background
  2.1 Social Network Theory
  2.2 Media Attributes
  2.3 Internet Attributes
  2.4 Blog Attributes
  2.5 Homepage Attributes
  2.6 Communication Attributes
 3. SNS Attributes Model
  3.1 Interaction
  3.2 Communication
  3.3 Entertainment
  3.4 Information
  3.5 Sharing
  3.6 Intimacy
  3.7 Connection
 4. Research Methodology
  4.1 Data Collection
  4.2 Analyses
 5. Results
  5.1 SNS Attributes
  5.2 Comparison of SNS in Terms of Attributes
 6. Conclusions
  6.1 Implications
  6.2 Limitations and Future Research
 References

• 손정웅(한국교통연구원) | Jeong Woong Sohn (Department of Aviation Transport Research, Korea Transport Institute)
• 김진기(한국항공대학교 경영학부) | Jin Ki Kim (School of Business, Korea Aerospace University) Corresponding Author