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http://dx.doi.org/10.5392/JKCA.2012.12.11.358

Effect of SNS Characteristics on Consumer Satisfaction and Purchase Intention of Agri-food Contents  

Shin, Mi-Hae (유한대학교 e-비즈니스과)
Oh, Sang-Heon (농촌진흥청 역량개발과)
Hwang, Dae-Yong (농촌진흥청 기술협력국)
Seo, Su-Seok (공주대학교 전자상거래학과)
Kim, Young-Chul (유한대학교 e-비즈니스과)
Publication Information
The Journal of the Korea Contents Association / v.12, no.11, 2012 , pp. 358-367 More about this Journal
Abstract
Recently, The development of information and communication technologies is having a very strong effect on the agri-food industry. Especially, agri-food content utilizing social network services such as Facebook and Twitter led to direct communication with consumers stirred into a new distribution channel. The purpose of this paper is to provide way to successful utilization of agri-food contents and improvement of purchase intention. The results of analyzing the relation between the three characteristics of SNS-social presence, conversation and interaction frequency-, consumer satisfaction and purchase intention are summarized as follows. First, characteristics of SNS of social presence and conversation have a positive effect on consumer satisfaction. Second, the interaction frequency does not have positive effect on consumer satisfaction. Finally, the consumer satisfaction has a positive effect on purchase intention.
Keywords
SNS; Agri-food; Contents; Consumer Satisfaction; Purchase Intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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