Effects of SNS Characteristics upon Consumers’ Awareness, Purchase Intention, and Recommendation
2
조회
0
다운로드
37
인용
0
참고문헌
키워드
초록
Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers’awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results – The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions – Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.
Abstract
Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers’awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results – The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions – Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.
참고문헌 (32)
- Allport, F. H., "The effect of segregation and the consequences of desegregation : A social science statement", Minnesota law review, 37, pp.429~440 (1953)
- Agarwal, R., "Assessing a Firm's Web Presence : A Heuristic Evaluation Procedure for the Measurement of Usability", Information Systems Research, 13(2), pp.168~186 (2002)
- Caloisi, G., "Social networks at work", AV Magazine, 14~15 (2008)
- Young-Sang Cho, "Korean Customer Attitudes Towards SNS Shopping", 유통과학연구, 10(8), pp.7~14 (2012), 한국유통과학회[DOI]
- 주우진, "소비자의 가치 추구 동인이 블로그 리뷰의 신뢰성 지각에 미치는 영향: 유대강도에 따른 조절효과를 중심으로", 아시아마케팅저널, 13(4), pp.159~189 (2012), 한국마케팅학회
- 전태유, "물류 컨벤션 행사의 측정요인이 긍정적 감정, 관계품질, 구전 및 추천의도에 미치는영향", 물류학회지, 21(3), pp.88~111 (2011), 한국물류학회
- Davenport, T, "Working knowledge" (1998), Harvard Business School Press
- Dodds, William B., "Effects of Price, Brand and Store Information on Buyers'Product Evaluations", Journal of Marketing Research, 28, pp.307~317 (1991)
- "Where in the World Are the hottest Social Networking Countries?" (2013)[URL]
- Engel, J. F., "Consumer Behavior" (1982), Dryden Press
- Ellison, N. B., "The benefits of Facebook ‘‘Friends : ’’ Social capital and college students’use of online social network sites", Journal of Computer-Mediated Communication, 12, pp.1143~1168 (2007)
- "Watch Out Facebook, With Google+ at #2 and YouTube at #3, Google, Inc. Could Catch Up"[URL]
- Jacoby, J., "Stimulus-Organism-Response Reconsidered : An Evolutionary Step in Modeling(Consumer)Behavior", Journal of Consumer Psychology, 12(1), pp.51~57 (2002)
- Hong, Da-Un, "He Impact of SNS Characteristics on Attitudes, Purchase Intention, and Recommending Behavior", pp.2011
- 김은미, "웹페이지의 상호작용성과 이용자 관여도가 정보처리와 정서적 반응에 끼치는 효과", 한국언론학보, 52(4), pp.250~277 (2008), 한국언론학회
- 김문정, "유통업체의 기업이미지가 PB제품에 대한 소비자태도에 미치는 영향", 유통과학연구, 9(4), pp.83~91 (2011), 한국유통과학회
- Kim, Wanki, "Portfolio for Social Commerce Growth Using Customer Repurchase Intention Factors: The Case of Korea", AISS:Advances in Information Sciences and Service Sciences, 4(23), pp.1~15 (2012)
- Liu, Y., "What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness", Journal of Advertising, 31(4), pp.53~64 (2002)
- Seol, Jinah, "Social media and social change" (2011), Communication Books
- Lee, Joo-Young, "Status and utilization of social media services", Broadcasting and Communications Policy, 25(9), pp.45~56 (2013)
- 이문규, "브랜드 커뮤니티가 소비자 태도에 미치는 영향", 마케팅연구, 19(3), pp.197~224 (2004), 한국마케팅학회
- 이내준, "Comparative Analysis of Intention to Use Toward Smartphone Between Korean and Chinese Consumers", 물류학회지, 22(4), pp.99~127 (2012), 한국물류학회
- 이석준, "Antecedents to Customer Repurchase in Korean Social Commerce Service", 유통과학연구, 10(3), pp.7~13 (2012), 한국유통과학회
- McKinney, V., "The Measurement of Web-Customer Satisfaction : An Expectation and Disconfirmation Approach", Information System Research, 13(3), pp.296~315 (2002)
- Pfeil, U., "Age differences in online social networking : A study of user profiles and the social capital divide among teenagers and older users in My Space", Computers in Human Behavior, 25, pp.643~654 (2009)
- Richins, M. L., "Negative word-of-mouth by dissatisfied customers : a pilot s tudy", Journal of Marketing, 47, pp.68~78 (1983)
- Richter, A., "Functions of Social Networking Services", Proc. 8TH International Conference on the Design of Cooperative Systems, Carry-le-rouet, France, Institut d'Etudes Politiques d'Aix-en-Provence, pp.87~98 (2008)
- Shuo, Zhang, "A study on the development and prospect of social media Korea VS. China", Journal of KECRA, 13(1), pp.3~22 (2012)
- Shin, Sun, "SNS (social network service) usage", KISDI STAT Report, 13(4), pp.11~15 (2013)
- Smith, R. E., "Information Response Models: An Integrated Approach", Journal of Marketing, 46, pp.81~93 (1982)
- Taylor, S. A., "An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’Purchase Intentions", Journal of Retailing, 70(2), pp.163~178 (1994)
- Yang, Hoe-Chang, "The Influence of Perceived Characteristics of SNS, External Influence and Information Overload on SNS Satisfaction and Using Reluctant Intention", proceedings of fourth international conference, pp.447~454 (2013)