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http://dx.doi.org/10.5762/KAIS.2020.21.11.109

Influences of SNS word-of-mouth information on behavioral intention for air purifier purchase and reword-of-mouth  

Nam, Jungwoo (Department of Convergence Engineering, Graduate School of Venture, Hoseo University)
Kim, Younghee (Department of Convergence Engineering, Graduate School of Venture, Hoseo University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.21, no.11, 2020 , pp. 109-124 More about this Journal
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.
Keywords
Air Purifier; SNS; WOM Information; WOM; Behavioral Intention;
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