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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2018.1
- 수록면
- 12 - 22 (11page)
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초록· 키워드
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Recently, companies have acknowledged that the potential of social media can help them gain a competitive advantage. Social media is a marketing tool that attracts new customers and allows consumers to engage with brands. Despite the marketing value of such social media, there is still a lack of quantitative research that specifies how social media users generate sales. In addition, extant papers about social media mostly are based on expert opinions. The purpose of our research to examine what social media attributes impact social media product browsing based on utilitarian and hedonic motivation theory and to examine if social media product browsing has an effect on purchase intention. An analysis of the collected data indicated that while convenience and information availability do not have positive effects on utilitarian motivation for browsing product, product selection have a positive effect on it. The analysis of this study also indicated that adventure, authority & status, and relaxation have positive effects on hedonic motivation for browsing product. Meanwhile, both utilitarian and hedonic motivation for browsing product have positive effects on intention to browse product through social media. In addition, intention to browse product through social media has a positive effect on purchase intention.
목차
등록된 정보가 없습니다.
참고문헌 (50)
참고문헌 신청
Alba, J. / 1997 / Interactive Home Shopping: Consumer, Retailer, and Manufacture Incentives to Participate in Electronic Marketplaces / Journal ofMarketing 61(3):38~53
Alford, B. L. / 2002 / The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention / Journal of Business Research 55(9):775~783
Arnold, M. J. / 2003 / Hedonic Shopping Motivations / Journal of Retailing 79(2):77~95
Babin, B. J. / 1994 / Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value / Journal of Consumer Research 20(4):644~656
Bakos, J. Y. / 1997 / Reducing Buyer Search Costs: Implications for Electronic Marketplaces / Management Science 43(12):1676~1692
Alford, B. L. / 2002 / The Effects of Discount Level, Price Consciousness and Sale Proneness on Consumers’ Price Perception and Behavioral Intention / Journal of Business Research 55(9):775~783
Arnold, M. J. / 2003 / Hedonic Shopping Motivations / Journal of Retailing 79(2):77~95
Babin, B. J. / 1994 / Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value / Journal of Consumer Research 20(4):644~656
Bakos, J. Y. / 1997 / Reducing Buyer Search Costs: Implications for Electronic Marketplaces / Management Science 43(12):1676~1692
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