한국정보통신학회논문지 (Journal of the Korea Institute of Information and Communication Engineering)

  • 제20권2호
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  • Pages.408-414
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  • 2016
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  • 2234-4772(pISSN)
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  • 2288-4165(eISSN)
한국정보통신학회 (The Korea Institute of Information and Commucation Engineering)
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빅 데이터 분석을 활용한 소셜 네트워크 서비스 환경에서 구매의도에 관한 메타분석

A Meta-Analysis of Influencing Factors on Purchase Intention in Social Network Service Environment Utilized Big Data Analysis

  • Nam, Soo-tai (Div. of Information & EC(Institute of Convergence and Creativity), Wonkwang University) ;
  • Jin, Chan-yong (Div. of Information & EC(Institute of Convergence and Creativity), Wonkwang University)
  • 투고 : 2015.10.26
  • 심사 : 2015.12.06
  • 발행 : 2016.02.29
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⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 소셜 네트워크 서비스 환경에서 구매의도에 관한 문헌적 고찰을 통해 선행연구를 살펴보고 개념 모델에서 제시된 요인에 대한 실증 분석된 연구들을 메타분석하기 위해 2005년-2015년 국내 학술지에 게재된 논문을 연구대상으로 하였다. 국내 학술지에 게재된 논문만 여과하여 조건에 부합한 총 29편의 논문을 연구에 대상으로 선정하였다. 메타분석의 결과 만족과 구매의도 경로가 가장 큰 효과 크기로 나타났으며, 효과크기는(r = .455)이었다. 두번째 효과크기는 구전과 구매의도 경로에서 효과(r = .398), 다음으로 신뢰와 구매의도 경로에서(r = .386)로 나타났다. 그런데 상호 작용성과 구매의도 경로에서는 가장 낮은 효과크기(r = .342)로 나타났다. 따라서 본 연구 개념 모델에서 제시된 예측변수는 약 22%-12% 설명력을 가지는 것으로 나타났다. 따라서 이러한 연구결과를 바탕으로 학문적 실무적 의의를 논의하였다.

This study will find meaningful independent variables for criterion variables that affect influencing on purchase intention in social network service, on the basis of the results of a meta-analysis. We reviewed a total of 29 studies related purchase intention in social network service published in Korea journals between 2005 and 2015, where a cause and effect relationship is established between variables that are specified in the conceptual model of this study. The result of the meta-analysis might be summarized that the highest effect size (r = .455) is the path from the satisfaction to the purchase intention. The second biggest effect size (r = .398) was found in the path between the word of mouth to the purchase intention. Next, the effect size (r = .386) in the path from the trust to the purchase intention showed very lower. Finally, the result of the meta analysis can be concluded that lower effect size (r = .342) Further, the predictive variables of this study have power of explanation about 22%-12% or more. Based on these findings, several theoretical and practical implications were suggested and discussed.

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참고문헌

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