A Study on the Relationships between SNS Characteristics and Purchase Intention of Small Business Products (SNS 특성과 소상공인 제품 구매의도간의 관련성 연구)

Ok-ran Bae (배옥란); Chang-Bae Ko (고창배); Jong-soo Yoon (윤종수)

doi:10.9708/jksci.2021.26.12.289

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, Jong-soo 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.

KEYWORDS

SNS Chatacteristics, Convenience, Information Provision, Interactivity, Purchase Intention

Citation status

* References for papers published after 2023 are currently being built.

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Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

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

ABSTRACT

KEYWORDS

Citation status

* References for papers published after 2023 are currently being built.

Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65

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

ABSTRACT

KEYWORDS

Statistics

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REFERENCES (24) * References for papers published after 2023 are currently being built.

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* References for papers published after 2023 are currently being built.