발간년도 : [2023]
| 논문정보 |
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| 논문명(한글) |
[Vol.18, No.4] Impact of SNS Marketing Attributes on Purchase Intention: Moderating Effect of Product Involvement |
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| 논문투고자 |
Hae Wen Lim, Yu Jin Chang |
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| 논문내용 |
This study investigated how SNS marketing attributes(informativeness, playfulness, reliability, and interactivity) affect consumers' purchase intentions, and verified the moderationg effect of product involvement. To this end, a survey was conducted with 356 adult men and women who had experience of watching SNS beauty broadcasts and purchasing cosmetics. The collected data were analyzed using SPSS 27.0 and Macro 4.1 statistical programs. The results of the study are as follows. First, it was confirmed that all attributes of SNS marketing improve consumers' purchase intention. Second, it was confirmed that when product involvement is high, there is a facilitating effect in which the size of the influence of informativeness, playfulness, and reliability among SNS attributes on purchase intention increases. Specifically, when product involvement was high, it was confirmed that the size of the positive influence of information, playfulness, and reliability on purchase intention was relatively large. Through the results of this study, it is possible to understand the behavior and attitude of consumers related to SNS marketing in the short term. And in the long run, when companies establish SNS marketing strategies, we expect to be able to obtain guidelines for applying customized marketing strategies tailored to their product involvement by considering specific consumer groups. |
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