Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Effect of Inflow Into a Site Via Facebook on Customers' Revisit : Drawing on the Moderating Effects of the Average Site Visit-Depth

기업 페이스북을 통한 사이트 유입이 고객 재방문에 미치는 영향 : 사이트 평균 방문깊이의 조절효과를 중심으로

  • 이중원 (고려대학교 기업경영학과) ;
  • 박철 (고려대학교 융합경영학부)
  • Received : 2018.06.04
  • Accepted : 2019.04.22
  • Published : 2019.06.30
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Abstract

Social media is one of the important marketing channels for companies, changing the way interacting with customers. Marketers attract participation from customers' in social media platforms by producing branded content, which helps them gain various marketing results such as brand awareness, web traffic, and sales. The number of the empirical studies on the effects of social media on marketing performance is still low although various success stories and studies have been published. In particular, IT companies are trying to attract users onto their websites with social media content and promotions; however, they regard the number of the visitors as a vanity metric, which has little effectiveness. The study examined the Effect of the site introduced via Facebook, a typical social medium, on customers' revisit. Precedent studies proved that revisit, one of forms of major visit for satisfactory results of a website, is suitable for analyzing the operational output on Facebook pages. The results of the study demonstrated that Facebook content has a positive impact on website inflows and revisits. Also, it turns out that the higher the average website visit depth reinforces the positive relationship between the rate of the inflow and that of the site revisit.

Keywords

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Research Model

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Hypothesis 4 Test

Measurement of Variables

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Mean and Correlations

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Hypothesis 1 Test

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Hypothesis 2 and 3 Test

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Hypothesis 4 Test

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