인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
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.
초록· 키워드
Based on the stimulus-organism-response (S-O-R) framework, this study explored how social media marketingactivities influences purchase intention through the mediating effects of brand experience and brand equity, andexamined the moderating role of customer engagement. This study collected data through an online questionnairesurvey from Luckin Coffee consumers, and structural equation modeling was used to analyze the hypothesizedrelationships. The results showed that social media marketing activities significantly enhanced brand experience,which in turn enhanced brand equity, and thus purchase intention. Furthermore, customer engagement positivelymoderated the relationship between social media marketing activities and brand experience, indicating that consumerswith high levels of engagement perceive stronger brand experiences from social media marketing activities. This studyenriches theoretical understanding of the mechanistic link between social media marketing activities and purchaseintention and provides practical insights for optimizing social media marketing strategies in the coffee industry.
#Social Media Marketing Activities
#Brand Experience
#Brand Equity
#Customer Engagement
#Purchase Intention
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목차
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