Earticle

초록

영어

Social Network Service (SNS) emerged to become a major platform for consumers’ social activities, affecting their choice behavior. With rapid increase in SNS adoption among consumers, firms actively apply SNS into their marketing activities and use it as an important communication medium with consumers. Particularly SNS marketing become increasingly prevalent in Chinese restaurant sector as they provide promotional information to consumers through SNS. It is urgent for firms to understand the extent of SNS impact on consumers’ choice behavior, and to understand consumers’ response toward SNS in order to develop more effective SNS marketing strategies. The purpose of this study is to assess the effects of four SNS characteristics on brand equity and purchase intention and to determine the relative importance among these four characteristics on brand equity and purchase intention. Results show that all of the characteristics have significant influence on consumers’ brand equity, and also, brand equity affects consumers’ purchase intention.

목차

Abstract
 1. 서론
 2. 이론적 배경 및 가설
  2.1 SNS 특성
  3.2 변수의 조작적 정의 및 측정
 4. 결과
  4.1 표본 수집 및 연구 방법
  4.2 신뢰도 및 타당성 검증
  4.3 가설 검증
 5. 결론
  5.1 연구 요약 및 시사점
  5.2 연구 한계점 및 제언
 References

키워드

저자

• 김보영 [ Renee B. Kim | Professor of International Business, School of Business, Hanyang University ] First Author
• 계경홍 [ GUI QINGHONG | Master of International Business, School of Business, Hanyang University ] Co-Autho
• 박준용 [ Joon Yong Park | Research Professor, School of Business, Hanyang University ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005