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A Study on the Relationships between SNS Characteristics and Purchase Intention of Small Business Products

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2021, 26(12), pp.289-297
  • DOI : 10.9708/jksci.2021.26.12.289
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : October 21, 2021
  • Accepted : December 24, 2021
  • Published : December 31, 2021

Ok-ran Bae 1 Chang-Bae Ko 2 Jongsoo Yoon 3

1아라소셜마케팅연구소
2경동대학교
3강남대학교

Accredited

ABSTRACT

This study was conducted with the aim of providing help in finding ways to utilize marketing for small business owners closely related to our daily lives by utilizing SNS marketing. To achive these research purpose, the study conducted various statistical analyses using questionnaire of SNS users. The results and implications of this study are as follows. The characteristics of SNS, such as information provision, interactivity and convenience, all showed positive positive effects on the intention of purchase, and the size of the influence was shown in the order of convenience, information provision and interactivity, confirming that the convenience had the greatest impact on the intention of purchase. Based on the impact of SNS characteristics on purchasing intentions, the results of this study confirmed that all three characteristics of SNS, namely interactivity, information provision and convenience, are important variables in predicting consumers' purchasing intentions. Communication with consumers and providing useful information can be seen as essential factors in conducting SNS marketing for small business owners, and if they focus on the benefits that make it easy to access SNS, they will not only be able to increase their purchasing intentions but also to develop strategic ways to lead to the execution of purchases.

Citation status

* References for papers published after 2022 are currently being built.