Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Influences of SNS word-of-mouth information on behavioral intention for air purifier purchase and reword-of-mouth

SNS 구전 정보의 특성이 공기청정기의 구매 의도와 구전 의도에 미치는 영향

  • Nam, Jungwoo (Department of Convergence Engineering, Graduate School of Venture, Hoseo University) ;
  • Kim, Younghee (Department of Convergence Engineering, Graduate School of Venture, Hoseo University)
  • 남정우 (호서대학교 벤쳐대학원 융합공학과) ;
  • 김영희 (호서대학교 벤쳐대학원 융합공학과)
  • Received : 2020.09.28
  • Accepted : 2020.11.06
  • Published : 2020.11.30
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Abstract

The present study identified the determinants of the behavioral intention to purchase an air purifier. This work further examined the moderating effect of interactivity readiness on the relation between the purchase intention and the word-of-mouth (WOM) intention. Our conceptual model included a second-order construct of SNS WOM richness, consisting of three first-order constucts of SNS WOM relevancy, timeliness and sufficiency. Furthermore, SNS WOM usefulness and credibility were incorporated into the model to predict the purchase intention. A total of 312 respondents participated in the survey study. A series of scale refinement processes were performed and a structural equation model analysis was conducted to verify our research hypotheses. The results indicated that SNS WOM richness was found to be significantly predictive of both SNS WOM usefulness and credibility, which in turn, had significant impacts on purchase intention. In addition, results revealed that purchase intention had a significant and positive influence on WOM intention. However, results failed to verify the moderating effect of interactivity readiness on the influence of behavioral intention on WOM intention.

본 연구는 공기청정기 구매 의도의 선행요인을 조사하였다. 그리고 구매 의도가 SNS 구전 의도에 미치는 영향이 상호작용 성향에 의해서 조절이 되는지를 평가하였다. 본 연구 모형은 공기청정기 구매 의도의 선행요인으로서 SNS 구전 정보 유용성과 함께 SNS 구전 정보의 신뢰성을 포함하였다. 그리고 SNS 구전 정보의 적절성과 적시성, 충분성을 포함하는 3개의 1차 구성개념으로 구성되는 SNS 구전 정보의 풍부성이 구전 정보의 유용성과 신뢰성에 영향을 미칠 것으로 예상하였다. 연구가설을 통계적 유의수준에서 검증하기 위하여 312명의 응답자로부터 설문 조사 자료를 수집하였다. 구조방정식모형 분석을 수행하여 연구가설을 검증한 결과, 구매 의도는 구전 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 구전 정보의 유용성과 신뢰성은 모두 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 평가되었다. 그리고 구전 정보의 풍부성은 구전 정보의 유용성과 신뢰성에 유의한 정(+)의 영향을 미치는 것으로 조사되었다. 그러나, 구매의도가 구전의도에 미치는 영향은 상호작용 성향에 의해서 조절이 되지 않는 것으로 나타났다.

Keywords

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