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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제3호
발행연도
2020.6
수록면
133 - 146 (14page)

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Purpose: SNS is a human network, was initially centered on personal connections, that has moved social relationships from offline to online and is becoming more valuable as a communication channel that can understand consumer needs as it is able to identify sharing information of users' interests. As the value of social networking services increases, both practical and academic interests are also becoming active. Previous studies focus on identifying the characteristics of SNS users and their relationship with information searching activities, this study seeks to reveal the relationship between the motivational factors (information, social, psychological, and entertainment motivations) of female’s SNS, the role of SNS usage time as a modulator between the two variables, and further the effect of online information searching on WOM intention and purchasing intention. Research design, data, and methodology: For the research, cosmetics were selected and 407 female SNS users were surveyed by professional research institutes to conduct surveys. To verify the research model and test hypotheses, the authors investigated the reliability, content validity, convergent validity and discriminant validity of the proposed model. Structural Equations Models (SEM) was employed to test the hypothesized model, and SPSS and AMOS were used to analysed the hypotheses. Results: This research results are as follows. First, it has been shown that among the motivation factors driving female’s use of SNS, information, social and psychological motivation have a positive influence on information searching through online channels. Second, it was found that information search had a positive influence on both WOM and purchase intention. Third, SNS usage time was found to have a moderating effect of strengthening the relationship between social and psychological motivation on information searching among female’s use of SNS. Conclusions: This study revealed the effect on online channel information searching by academically distinguishing female's motivations factors for SNS use and the relationship between information searching and WOM and purchase intention, and suggested practical implications for female's SNS activity, information searching, WOM, and purchasing intention, and moderating effect of SNS usage time in order to establish marketing strategy for a company with female customers as a target segment.

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참고문헌 (70)

참고문헌 신청
Aaker, J. L. / 1997 / Dimensions of Brand Personality / Journal of Marketing Research 34(3):347~356 google schola Atkin, C. / 1973 / New Models for Mass Communication Research / Sage :205~242 google schola Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of Academy of Marketing Science 16(1):74~94 google schola Barker, V. / 2009 / Older Adolescents` Motivations for Social Network Site Use : The Influence of Gender, Group Identity, and Collective Self-esteem / Cyber Psychology & Behavior 12(2):209~213 google schola 장영용 / 2005 / 미용서비스에서 소비자의 구매동기가 정보탐색에 미치는 영향 / Journal of Global Scholars of Marketing Science(마케팅과학연구) 15(1):41~60 google schola

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