Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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Characteristics of Social Network Service (SNS) on Brand Equity and Consumers' Purchase Intention : Focusing on a Chinese Case

SNS 특성이 브랜드 자산과 소비자 구매의도에 미치는 영향 : 중국 사례를 중심으로

  • Kim, Renee B. (International Business, School of Business, Hanyang University) ;
  • QINGHONG, GUI (International Business, School of Business, Hanyang University) ;
  • Park, Joon Yong (School of Business, Hanyang University)
  • Received : 2017.03.10
  • Accepted : 2017.05.31
  • Published : 2017.06.30
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Abstract

Social Network Service (SNS) emerged to become a major platform for consumers' social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers' choice behavior, and to understand consumers' response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers' brand equity, and also, brand equity affects consumers' purchase intention.

Keywords

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