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The Effects of Social Media Utilization on Country Image and Purchase Intention

소셜미디어 활용수준이 국가이미지와 구매의도에 미치는 영향

  • 박성택 (충북대학교) ;
  • 김기홍 (호남지역사업평가원 전남지역산업평가단) ;
  • Received : 2013.01.24
  • Accepted : 2013.03.20
  • Published : 2013.03.31

Abstract

The age of social network has arrived. Social media is the various online media for sharing of opinions and experiences and open for internet users' participation. As the new communication tools, social media has been in the limelight, threatening the traditional media as alternative media. In globalization, country image is seen as the source of competitiveness of a country. The goal of this study is to examine what impact does the utilization of social media has on country image, and we conducted our analysis in two aspects of social media utilization, usage volume and usage diversity. In addition, we examined the impact of factors that form the country image on purchase intention. The analytical results show that media usage volume positively affects country image, people image, political image and media usage diversity has significant effects on economical image, people image and political image.

Keywords

Social Media Utilization;Usage Volume;Usage Diversity;Country Image;Purchase Intention