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http://dx.doi.org/10.5762/KAIS.2017.18.7.92

A Study on the factors of SNS information influencing consumers' purchasing intention: focusing on Chinese Weibo  

Lee, Ook (Department of Information Systems, Hanyang University)
Li, Jian-Bin (Department of Information Systems, Hanyang University)
Jee, Myung-Keun (Department of Information Systems, Hanyang University)
Ahn, Jong-Chang (Department of Information Systems, Hanyang University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.7, 2017 , pp. 92-101 More about this Journal
Abstract
The SNS website can take full advantage of the characteristics of users to conduct e-commerce. The e-commerce website's organizing ability will be greatly strengthened by SNS and creates greater value for consumers. This article examined the Chinese largest SNS (Weibo) users as research objects, and combined the development status of SNS in China. This article focuses on the influence to consumer's purchase intention in three aspects: number of comments, consumer involvement level, and consumer appealing method and examines how the interaction of the number of comments and consumer appealing method affects the purchase intention. An investigation was conducted on 400 users of SNS and using valid questionnaires to perform reliability analysis, validity analysis, independent sample t-test, and double factor variance analysis using SPSS21. The research results indicated that the number of comments and rational appealing method had significant effect on the purchase intention. The mediating or controlling the purchase involvement level will disturb the influence of the number of comments but will have no effect on the information appealing method.
Keywords
Communication method; Controlling effect; Consumer involvement level; Number of comments; Purchase intention; SNS (Social Network Service);
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Times Cited By KSCI : 1  (Citation Analysis)
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