Browse > Article
http://dx.doi.org/10.11627/jkise.2021.44.3.262

Effect of Perceived Quality by Product Involvement and Age Group on Purchase Intention in Online Environments: A Moderating Role of Information Sources and Social Media Platform  

Lee, Dasol (Graduate School of Management, Hanyang University)
Oh, Minjeong (Global Elite Division, Yonsei University)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.44, no.3, 2021 , pp. 262-275 More about this Journal
Abstract
The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.
Keywords
Social Media Platform; Online Information Source; Product Involvement; Perceived Quality; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Lee, D. S., A study on the effect of perceived quality on purchase intention as a moderating effect of online information source and advertising media platform characteristics by comparing products involvement [master's thesis], [Seoul, Korea] : Hanyang University, 2021.
2 Lee, H. S. and Lim, J. H., Brand Charisma, Its Antecedents, and Its Effects: The Moderating Role of Symbolic/Functional Involvement, Korean Journal of Marketing, 2004, Vol. 19, No. 3, pp. 137-178.
3 Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, 1991.
4 Bai, B., Law, R., and Wen, I., The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors, International Journal of Hospitality Management, 2008, Vol. 27, No. 3, pp. 391-402.   DOI
5 Engel, J.F., Roger D. B. and Paul, W. M., Consumer behavior, 8th ed. The dryden press, 1995.
6 Fishbein, M. and Ajzen, I., Belief, Attitude, Intention, and Behavior, Addison-Wesley, 1975.
7 Garvin, D. A., Quality on the Line, Harvard Business Review, 1983, Vol. 61 No.5, pp. 65-73.
8 Hakim, C., Erotic Capital, European Sociological Review, 2010, Vol. 26, No. 5, pp. 499-518.   DOI
9 Ham, J.M., A study on image expression appearing on SNS, Korean Society of Cartoon and Animation Studies, 2011, seoul, Korea, 23-30.
10 MacKenzie, S. B. and Lutz, R. J., An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, Journal of Marketing, 1989, Vol. 53, No. 2, pp. 48-65.   DOI
11 Morrison, D. G., Purchase intentions and purchase behavior, Journal of Marketing, 1979, Vol. 43, No. 2, pp. 65-74.   DOI
12 Oh, D. Y., Effects of Demographic Features, Use Motives and Personality of Audience on Usage of YouTube, Journal of Communication Science, 2017, Vol. 17, No. 4, pp. 122-162.   DOI
13 Ohanian, R., Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness, Journal of Advertising, 1990, Vol. 19, No. 3, pp. 39-52.   DOI
14 Petty, R. E. and Cacippo, J.T., Communication and Persuasion: Central and Peripheral, Routes to Attitude Change, Springer-Verlag, 1986.
15 Petty, R. E., Cacioppo, J. T., and Schumann, D., Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement, Journal of Consumer Research, 1983, Vol. 10, No. 2, pp. 135-146.   DOI
16 Im, J. W., Cho, H. H., and Lee, J. H., Evolution of Relationship Marketing in the New Reality: Focused on the Pervasiveness of Digital New Media and the Enlargement of Customer Participation, Asia Marketing Journal, 2012, Vol. 13, No. 4, pp. 105-137.
17 Son, D. J. and Kim, H. K., Study on Strategic Evaluation Concept for Creativity of Advertisement in Digital Commercial Video Platform, Journal of Korean Society of Media & Arts, 2016, Vol. 14, No. 1, pp. 53-68.
18 Chen, S. C., and Lin, C. P., The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study, Technological Forecasting & Social Change, 2015, Vol. 96, pp. 40-50.   DOI
19 Fine, G. A., Crafting authenticity: The validation of identity in self-taught art, Theory and Society, 2003, Vol. 32, No. 2, pp. 153-180.   DOI
20 Hong, H., Lee, Y., and Lee, H.E., A Study on the Effect of ASMR Video Viewing Motivation on Viewing Satisfaction and Continued Viewing Intention, Journal of Speech, Media and Communication Research, 2020, Vol. 19, No. 2, pp. 97-127.   DOI
21 Song, H. J., Lee, Y. R., and Kim, H. Y., Influence of Information Source Characteristics of SNS on eWOM Acceptance of CSR Information and Attitudes to the Company, Journal of the Korean Society of Clothing and Textiles, 2017, Vol. 41, No. 5, pp. 809-824.   DOI
22 Seok, B. R. and Kim, H. B., Effects of Motivation to use YouTube Beauty Channels as One-Person Media on Channel Evaluation, Product Attitude, and Purchasing Intention, The Korean Journal of Advertising and Public Relations, 2019, Vol. 21, No. 4, pp. 168-198.   DOI
23 Kim, E. J. and Hwang, S. J., A Study on Advertising Effect Depending on Type of Information Source and Displaying of Economic Support in Influencer Marketing : Focusing on Youtube, Journal of Digital Contents Society, 2019, Vol. 20, No. 2, pp. 297-306.   DOI
24 Garvin, D. A., Competing on the Eight Dimensions of Quality, Harvard Business Review, 1987, Vol. 65, No.6, pp. 101-109.
25 Han, S. L., Shim, J. H., Kim, J. S., and Lee, J. H., Effects of the Functions and Types of Online Brand Community on Brand Loyalty, Journal of Marketing Management Research, 2006, Vol. 11, No. 2, pp. 131-152.
26 Jeong, C.J., Effects of Facebook Advertisement Message's Convergence Type and SNS Trait on Brand Attitude, Purchasing Intention, Journal of the Korea Convergence Society, 2018, Vol. 9, No. 3, pp. 187-201.   DOI
27 Kim, J. H., and Kim, J. K., The Impact of Endorser Credibility and Corporate Credibility on the Effects of Advertising, Advertising Research, 2002, Vol. 57, pp. 223-245.
28 Kim, S. A., Kim, S. Y., Lee, T. W., Son, S. J., and V. I. B., Influencer marketing, Korea Marketing Research, 2017, Vol. 51, No. 5, pp. 56-66.
29 Lee, E. Y. and Lee, T. M., The Effects of Information Characteristics on Word of Mouth Performance in Online Environment : Focused on the Moderating Effect of Consumer Knowledge, The Korean Journal of Advertising, 2005, Vol. 16, No. 2, pp. 145-171.
30 Kim, Y. R. and Park, N. K., The Use of SNS Real-time Video Streaming Services, Satisfaction, and Intention of Continuous Use: Influences of Personal Characteristics and Social Presence, Journal of Cybercommunication Academic Society, 2019, Vol. 36, No. 3, pp. 53-98.   DOI
31 KOTRA, Global Digital Marketing in One Book : Digital Marketing Strategy and Global Trends of KOTRA, KOTRA, 2021.
32 Lee, B. M., Research on factors affecting Subscription and Satisfaction of YouTube user's channel [master's thesis], [Seoul, Korea] : Dongguk University, 2019.
33 Kim, J. N., A Study on Storytelling Structure of Image - based SNS, Humanities Contents, 2016, Vol. 41, pp. 177-192.   DOI
34 Kim, D. H. and Cho, J. E., The effects of service quality on product quality evaluation, Industrial Development Research, 2019, Vol. 35, No. 3, pp. 119-138.
35 Park, J. Y. and Park, S. C., An Analysis of Media Competition on Internet video service: Focusing on the Gratification Niches, Journal of Cybercommunication Academic Society, 2018, Vol. 35, No. 2, pp. 141-180.   DOI
36 Lee, K. Y. and Mok, Y. S., Utilizaion And Diffusion of Social Media as New Advertising and Marketing Platforms in Korea, A Treatise on the Plastic Media, 2011, Vol. 14, No. 4, pp. 151-160.
37 Seiders, K., Voss, G. B., Grewal, D., and Godfrey, A. L., Do Satisfied Customers Buy More? Examining Moderating Influences in a Retailing Context, Journal of Marketing, 2005, Vol. 69, No. 4, pp. 26- 43.   DOI
38 Steven, A. T. and Thomas, L. B., An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions, Journal of Retailing, 1994, Vol. 70, No. 2, pp. 163-178.   DOI
39 Zaichkowsy, J. L., Measuring the involvement construct, Journal of Consumer Research, 1985, Vol. 12, No. 3, pp. 341-353.   DOI
40 Kang, Y. S. and Kim, M., A Study on Activation Plan for Small Business Owners on SNS Image Contents Management: Focusing on Online Kitchenware Stores, A Journal of Brand Design Association of Korea, 2017, Vol. 15, No. 4, pp.189-202   DOI
41 Kim, E. J., Hong, S. G., and Hwang, C. G., SNS planning through analysis of office workers SNS use, The Journal of The Korea Institute of Electronic Communication Sciences, 2013, Vol. 8, No. 9, pp. 1359-1364.   DOI
42 Kim, J. M., Analysis of the Influence that the Motive to View Internet Live Broadcast has on the Degree of Satisfaction in Viewing and the Intention to Continue Viewing, Journal of the Korean Society of Design Culture, 2017, Vol. 23, No. 2, pp. 141-152.   DOI
43 Yea, J. S. and Jun, S. Y., The Effects of Perceived Quality Factors on the Customer Loyalty: Focused on the Analysis of Difference between PB and NB, Journal of Channel and Retailing, 2010, Vol. 15, No. 2, pp. 1-34.
44 Yu, H. J. and Kim, H., The Effect of Influencer Factors in Personal Media Contents on Purchase Intention, The Journal of the Korea Contents Association, 2020, Vol. 20, No. 1, pp. 45-59.   DOI
45 Zeithaml, V., Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 1988, Vol. 52, No. 3, pp. 2-22.   DOI
46 Kim, H. D., The Effect of Online Shopping Values Factors on Credibility and Purchasing Intention about Product Information of SNS : Focus on Difference of Consumers' Involvement and Prior Knowledge, Journal of Practical Research in Advertising and Public Relations, 2016, Vol. 9, No. 4, pp. 114-132.   DOI
47 Na, Y. B., A Study on the Influence of SNS Advertisement Attributes on Purchase Intention and Brand Attitude: Focusing on the Moderating Effects of Persuasion Knowledge, The Journal of the Korea Contents Association, 2019, Vol. 19, No. 8, pp. 58-68.   DOI
48 Lee, B. K., Choi, H. J., Lim, G. H., Kim, S. M., Moon, B. H., Hur, J. Y., and Rim, H. B., An Exploratory Study of Instagram Market Users' Motivations and Shopping Behaviors: Focusing on 20's and 30's Female, The Korean Journal of Advertising, 2020, Vol. 31, No. 6, pp. 157-182.   DOI
49 Elliott, K. M., Understanding consumer-to-consumer influence on the Web [Dissertation], [North Carolina, US]: Duke University, 2002.
50 Lee, Y. W., The Effects of Consumer's Perceived Risks and Product Involvement on the Evaluation of Information Channels : focused on online shopping, Korean Journal of Journalism & Communication Studies, 2007, Vol. 51, No. 2, pp. 426-452.
51 Soh, H. J., The Effect of Verisimilitude in Storytelling Advertising: Moderating Effect of Product Involvement, Journal of Practical Research in Advertising and Public Relations, 2015, Vol. 21, No. 4, pp. 168-198.
52 Shin, K. A. and Han, M. J., Exploratory Survey on Factors Involved in Endorsement Potentials of Youtube Influencers: Characteristics of Influencers, Characteristics of Video Contents, and Para-Social Interactions, Journal of Public Relations, 2019, Vol. 23, No. 5, pp. 35-71.   DOI