Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

Effect of the search index on Purchase behavior by SNS channel attributes

SNS채널속성에 따른 검색의도가 구매행동에 미치는 영향

  • 손정일 (호서대학교 벤처대학원 정보경영학과) ;
  • 허철무 (호서대학교 벤처대학원 정보경영학과)
  • Received : 2018.07.27
  • Accepted : 2018.08.28
  • Published : 2018.08.31
⟨ Previous Next ⟩

Abstract

This study surveyed purchase behavior of users who purchased goods within the last year to analyze the relationship of search intention to purchase behavior according to SNS channel attributes. Based on these findings, it is analyzed that the information provision and interrelationships in SNS channel attributes affect search intent. In order to enhance the purchase behavior through the users of NS Channel, reliability and information availability are also cited as major issues, but more importantly, SNS channel search index is more important. It is also important to increase search indexes by simply increasing the attributes of SNS channels by improving the reliability of information and information availability, and by enhancing information delivery performance and interaction.

본 연구는 SNS채널속성에 따라 검색의도가 구매행동에 미치는 관계를 분석하고자 SNS채널을 최근 1년 이내에 상품을 구매한 사용자를 대상으로 하여 구매행동을 설문조사하였다. 이를 바탕으로 분석한 연구결과는 SNS채널속성에서 정보제공성과 정보상호작용성은 검색의도에 영향을 주는 것으로 분석되었다. 그러나 정보의 신뢰성은 검색의도에 유의적인 영향을 주지 않는 것으로 분석되었다. SNS채널의 이용자를 통해 구매행동을 높이기 위해서는 정보신뢰성과 정보제공성도 주요시되고 있으나 그 보다도 더 중요한 것은 SNS채널 검색의도라고 볼 수 있다. 검색의도는 정보신뢰성과 정보제공성을 높이는 조절효과를 함으로 단순히 SNS채널의 속성을 높이는데 이어 정보제공성과 정보상호작용을 높여 검색의도를 높이는 것도 중요하다고 볼 수 있다.

Keywords

References

  1. M. S. Kim, 2017 Social Media Usage Behavior and Advertising Contact Behavior Analysis Report[Internet]. http://www.nocutnews.co.kr/news/4813124
  2. Y. M. Kim, and J. S. Han, "Influence of Advertising Attributions on Attitude toward Advertisement, Brand Attitude and Purchase Intention", The Knowledge Management Society of Korea, Vol.12, No.1, pp.1-16, 2011.
  3. Boyd, "Socialnetw or ksites: Definition, history and scholarship", Elison, Journal of Computer Mediated Communication, Vol.13, No.1, p.11, 2007.
  4. Korea Internet Promotion Agency, SNS Consumer Use Status, Press Release, 2017.
  5. Y. H. Cho, Characteristics of Hotel Corporation Influencing Brand Attitude and Purchase Intention, Doctor of Philosophy, Graduate School of Sejong University, Gwangjin-gu, Seoul, 2017.
  6. S. Jnag, and J. H. Lee, "A Study on the Effect of SNS Characteristics on the Buying Intention of Online Shopping Mall", Korea Association of Business Education, Vol.2011, No.1, pp.131-147, 2011.
  7. Moe. W. W, "Buying, searching, or browsing", Journal of on summer psychology, Vol.13, No.2, pp.29-39, 2003.
  8. S. I. Yun, A Study on the Influence of SNS Characteristics on SNS Utilization and Business Performance, Master's degree, Graduate School of Hansung University, Seongbuk-gu, Seoul, 2018.
  9. Sultan. F. Urban. G & Bart. I. Y, "Determinants and consequences of trust in e-business", working paper, SloanSchool of Management, MIT, 2002.
  10. Shanker. V. Sultan. F. Urban G. & Bart. I, "The role of trust in online customer support", Working Paper, Sloan School of Management, MIT, Cambridge, MA, pp.12-17, 2002.
  11. Tang. T. W & Chi. W. H, "The role of trust in customer online shopping behavior: perspective of technology acceptance model", paper presented at the proccedings of NAACSOS conference Indiana, USA, 2005.
  12. D. H. Lee, Factor that affects the user satisfaction of online brand community, Master's degree, Graduate School of Chung-ang University, Dongjak-gu, Seoul, 2010.
  13. Armstrong. A. G & Hagel. J, "Net Gain: Expanding Markets Through Virtual Communities", MA, Harvard Business School Press, pp.82-97, 1997.
  14. K. H. Kang, A Research on SNS Characteristic Influence of Company Brand attitudes perceptionby CollectiveIntelligenc, Master's degree, Graduate School of Hongik University, Mapo-gu, Seoul, 2012.
  15. Ducoffe. R. H, "Advertising value and advertising on the web". Journal of Advertising Research, Vol.36, No.1, pp.21-36, 1996.
  16. To. P. L, Liao. C & Lin. T. H, "Shopping motivations on Internet: A study based on utilitarian and hedonic value", Technovation, Vol.27, No.12, pp.774-787, 2012. https://doi.org/10.1016/j.technovation.2007.01.001
  17. E. K. Han, and S. H. Lim, "A Study of Influence on Social Media Credibility and Mediation Effect of Advertising Credibility on Social Media", Korean Association for Advertising and Public Relations, Vol.9, No.2, pp.7-29, 2012.
  18. Oliver. R, "A cognitive model of the antecedents and consequences of satisfaction decisions", Journal of Marketing Research, Vol.17, No.4, pp.460-469, 1880. https://doi.org/10.2307/3150499
  19. The Effect of Consumer Attitude toward Fashion Products on SNS's Characteristics to Purchase Intention and On-line Word of Mouth", Journal of The Korean Society of Fashion Design, Vol.14, No.1, pp.101-120, 2014.
  20. K. B. Kim, Y. R. Cha, and S. H. Hu, "An Analysis of Basement of Brand Trust and Relationship between Brand Trust and Brand Attitude", The Korea Journal of Advertising, Vol.17, No.3, pp.107-124, 2006.
  21. Engel. J. F & Blackwell. R. D. "Consumer behavior. Hinsdale, IL", Drydem Press, 1982.
  22. Pfeil. U. Arjan. R & Zaphiris. P, "Age differences in online social networking", Computer in Human Behavior, Vol.25 No.3, pp.643-654, 2009. https://doi.org/10.1016/j.chb.2008.08.015
  23. H. Choi, and E. Y. Choi, "Qualitative Study on Critical Quality Factors in Mobile Computing Services-Focusing on Mobile Data Services", The Korea Contents Association, Vol.6, No.10, pp.17-24, 2006.
  24. Delone. W & McLean, H, "Model of Information Systems Success: A Ten-Year Update", Journal of Management Information Systems, Spring, Vol.19, No.4, pp.34-39, 2003.
  25. H. J. Lee. A study on influence of fashion social curation commerce perceived value on satisfaction, search intention and use intention, Master's degree, Graduate School of Ewha Womans University, Seodaemun-gu, Seoul, 2017.
  26. J. W. Oh. Effects of Instagram's brand content appeal, sensibility, and reliability of information sources on content attitudes, product attitudes, oral tradition, search and purchase intentions, Master's degree, Graduate School of Korea University, Seongbuk-gu, Seoul, 2017.
  27. H. K. Hong, J. I. Choi, and K. S. han, "A Study on Influencing Factors of Continuous Use Intention by SNS Connection Type and User Psychology", Journal of Digital Contents Society, Vol.18, No.5, pp.957-967, 2017. https://doi.org/10.9728/DCS.2017.18.5.957
  28. H. O. Cho, "Investigating the Effect of Value Characteristics of SNS Users on SNS Usage Motivation, Social Capital, and Usage Behavior", Journal of Digital Contents Society, Vol.19, No.2, pp.351-362, 2018. https://doi.org/10.9728/DCS.2018.19.2.351

Cited by

  1. The Effects of Innovation and Comparison Information Perceptions on Smart-phone Purchase vol.19, pp.12, 2018, https://doi.org/10.9728/dcs.2018.19.12.2347
  2. An Analysis of Consumers’ Opinion on Fashion Influencer using Big Data vol.20, pp.11, 2018, https://doi.org/10.9728/dcs.2019.20.11.2283