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SNS 특성이 브랜드 자산과 소비자구매의도에 미치는 영향 : 중국 사례를 중심으로

Title
SNS 특성이 브랜드 자산과 소비자구매의도에 미치는 영향 : 중국 사례를 중심으로
Other Titles
Characteristics of Social Network Service (SNS) on Brand Equity and Consumers’ Purchase Intention : Focusing on a Chinese Case
Author
김보영
Keywords
Characteristics of SNS; SNS Marketing; Brand Equity and Purchase Intention
Issue Date
2017-06
Publisher
한국데이타베이스학회
Citation
Journal of Information Technology Applications & Management, v. 24, no. 2, page. 1-15
Abstract
Social Network Service (SNS) emerged to become a major platform for consumers’ social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers’ choice behavior, and to understand consumers’ response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers’ brand equity, and also, brand equity affects consumers’ purchase intention.
URI
http://koreascience.or.kr/article/JAKO201731063313541.pagehttps://repository.hanyang.ac.kr/handle/20.500.11754/114308
ISSN
1598-6284; 2508-1209
DOI
10.21219/jitam.2017.24.2.001
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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SNS 특성이 브랜드 자산과 소비자구매의도에 미치는 영향 중국 사례를 중심으로.pdfDownload
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