SNS 정보 요인이 소비자 구매의도에 미치는 영향에 대한 연구 : 중국 웨이보를 중심으로

초록

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 ppealing 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 controllingthe purchase involvement level will disturb the influence of the number of comments but will have no effect on the information appealing method.

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