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Analysis of Chinese User’s Attitude depending on Difference in the Type of Product Posting Informant in Sina Weibo -Comparison of Product Post by Company, Celebrity, Common People

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.117-128
  • DOI : 10.25111/jcd.2018.64.09
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 4, 2018
  • Accepted : July 25, 2018

Zhang Huiling 1 KIM JONG MOO I 1

1단국대학교

Accredited

ABSTRACT

In order to find the influence that the difference in the product posting in Sina weibo, the representative social media of China has on advertisement attitude, brand attitude & purchase intention, this study distributed question papers to 678 Chinese residing in China to analyze them for 3 months from April 3 to July 3, 2017 by entrusting SO JUMP, the survey & portal site in China. According to the result of study, first, significant difference is found in advertisement attitude between low intervention and high intervention product depending on the posting type of informant. Especially, high preference of advertisement attitude is found in the posting type of epilogue written by common people who use product. Second, significant difference is found in brand attitude between low intervention & high intervention product depending on the posting type of informant. Especially, high preference of brand attitude is found in the posting type of epilogue written by common people who use product. Third, significant difference is found in purchase intention of low intervention product depending on the posting type of informant. Although high preference of purchase intention is found in the posting type of epilogue written by common people who use product, significant difference is not found in purchase intention of high intervention product depending on the posting type of informant. The result of this study will be basic materials to understand how consumer attitude may vary depending on the difference in the type of posting product in Sina weibo.

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