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학회지 「도시부동산연구」

한국도시부동산학회 홈페이지에 오신 것을 환영합니다.
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SNS 시스템을 이용한 무점포 광고 전략이 소비자 제품 구매 의도에 미치는 영향에 관한 연구

2018년 12월. 09권 3호(통권21호)

저자

저자명 오종열

발행사

발행사 한국도시부동산학회

ISSN

ISSN 2093-4750

주제어

주제어 소셜네트워크 특성, 무점포 소매, 정보 전달자, 구매의도

요약 (영)

요약 (영) This study was conducted on a non-store cosmetics brand to identify how advertising strategies
using sns systems affect consumers’ purchase intention. The results of the study were as follows.
First, the types of SNS appeared to have a significant impact on consumers' purchasing intention.
Second, the type of advertising appeared to have no significant impact on consumers' purchase
intention. Third, the differences in SNS advertising forwarders appeared to have a significant impact
on consumers' purchasing intention. The implications of this study are as follows. It may be effective
for an advertising provider of a non-store cosmetics brand to produce an ad considering the
characteristics of sns according to the cosmetics brand. Second, advertising on SNS can be more
effective when it is done in terms of recognition of new products than information about products.
Third, as it is important to consider the forwarders of non-store cosmetics brand ads, the advertisers
of the non-store cosmetics brand need to make a choice proper forwarders considering the
characteristics of the sns to promote consumers' purchasing intentions.

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