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http://dx.doi.org/10.14400/JDC.2020.18.5.399

Analysis of Consumer Purchase Factors through Online Marketing of Convenience Store PB Products  

Park, Jung-Hoon (Hongik University, International Design School for Advanced Studies)
Kim, Seung-In (Digital Media Design, Hongik University, International Design School for Advanced Studies)
Publication Information
Journal of Digital Convergence / v.18, no.5, 2020 , pp. 399-404 More about this Journal
Abstract
The purpose of this study is to find out the consumer's purchasing behavior and its factors when a convenience store brand is marketing new PB products online. For this study, we surveyed 2030 millennials about the purchase behavior of convenience store PB products and the paths to encounter PB products. As a result, consumers who purchase convenience store PB products were exposed to the product through SNS or YouTube, and they tended to join the trend by posting on SNS after purchase. In this study, we want to examine the consumption trends of millennials that have this type of consumption and the concept of online marketing that affects them. It is hoped that future consumer purchases will continue to be valuable consumption rather than relying on trends.
Keywords
Millennial generation; Convinience Store; Private Brand Product; SNS; Online marketing;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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