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A Study on the Effect of Characteristics of Social Network Service on Purchase Intention in Online Shopping Mall

Purpose - The objectives of the paper are as follows.. First, to look for 4 main reasons(friendships, interaction, entertainment, social presence), which influence the purchase intention. Second, to study their relations by the mediation of intention of WOM and brand image in online shopping mall, Third, to research the influence of these 4 reasons on the purchase intention. And to search whether there are any difference of influence between Korean and Chinese consumer about SNS characteristics on purchase intention in online shopping mall or not. Results - Hypothesis 1-1 (relationships of SNS has positive influence on the intention of WOM in online shopping mall) is supported. Hypothesis 1-2 (conversation of SNS has positive influence on the intention of WOM in online shopping mall) is not supported. Hypothesis 1-3 (Entertainment of SNS has positive influence on the intention of WOM in online shopping mall) is supported. Hypothesis 1-4 (presence of SNS has positive influence on the intention of WOM in online shopping mall) is supported. Hypothesis 2-1 (relationships of SNS have positive influence on the brand image in online shopping mall) is supported. Hypothesis 2-2 (conversation of SNS has positive influence on the brand image in online shopping mall) is not supported. Hypothesis 2-3 (entertainment of SNS has positive influence on the brand image in online shopping mall) is not supported. Hypothesis 2-4 (presence of SNS has positive influence on the brand image in online shopping mall) is supported. Hypothesis 3 (the intention of WOM has positive influence on online shopping mall brand image) is supported. Hypothesis 4-1 (the intention of WOM has positive influence on purchase intention) is supported. Hypothesis 4-2 (the online shopping mall brand image has positive influence on purchase intention) is supported. Hypothesis 5 (there is difference of influence of Korean and Chinese consumer characteristics of SNS characteristics on purchase intention in online

Abstract

1. Introduction

2. Literature Review

3. Research Methodology

4. Results

5. Discussions and Policy Implications

6. Conclusions and Research Limitations

References

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