SNS 시스템을 이용한 무점포 광고 전략이 소비자 제품 구매 의도에 미치는 영향에 관한 연구

A Study on the Effects of Non-store Advertising Strategies using SNS system on Consumer Product Purchasing Behavior : Focused on non-store cosmetic brand

This study was conducted on a non-store cosmetics brand to identify how advertising strategies using sns systems affect consumers’ purchase intention. The results of the study were as follows. First, the types of SNS appeared to have a significant impact on consumers purchasing intention. Second, the type of advertising appeared to have no significant impact on consumers purchase intention. Third, the differences in SNS advertising forwarders appeared to have a significant impact on consumers purchasing intention. The implications of this study are as follows. It may be effective for an advertising provider of a non-store cosmetics brand to produce an ad considering the characteristics of sns according to the cosmetics brand. Second, advertising on SNS can be more effective when it is done in terms of recognition of new products than information about products. Third, as it is important to consider the forwarders of non-store cosmetics brand ads, the advertisers of the non-store cosmetics brand need to make a choice proper forwarders considering the characteristics of the sns to promote consumers purchasing intentions.