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http://dx.doi.org/10.9708/jksci.2021.26.12.289

A Study on the Relationships between SNS Characteristics and Purchase Intention of Small Business Products  

Bae, Ok-ran (ARA Social Marketing Research Institute)
Ko, Chang-bae (Dept. of Business Administration, Kyungdong University)
Yoon, Jong-soo (Division of Global Business Administration, Kangnam University)
Publication Information
Journal of the Korea Society of Computer and Information / v.26, no.12, 2021 , pp. 289-297 More about this Journal
Abstract
This study was conducted with the aim of providing help in finding ways to utilize marketing for small business owners closely related to our daily lives by utilizing SNS marketing. To achive these research purpose, the study conducted various statistical analyses using questionnaire of SNS users. The results and implications of this study are as follows. The characteristics of SNS, such as information provision, interactivity and convenience, all showed positive positive effects on the intention of purchase, and the size of the influence was shown in the order of convenience, information provision and interactivity, confirming that the convenience had the greatest impact on the intention of purchase. Based on the impact of SNS characteristics on purchasing intentions, the results of this study confirmed that all three characteristics of SNS, namely interactivity, information provision and convenience, are important variables in predicting consumers' purchasing intentions. Communication with consumers and providing useful information can be seen as essential factors in conducting SNS marketing for small business owners, and if they focus on the benefits that make it easy to access SNS, they will not only be able to increase their purchasing intentions but also to develop strategic ways to lead to the execution of purchases.
Keywords
SNS Chatacteristics; Convenience; Information Provision; Interactivity; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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