The Effect of Posting Source Type Information on Brand Reliability, Product Attitude and Purchase Intention - Comparison of general person posting and corporate posting in Sina Weibo -

포스팅 정보원 유형에 따른 정보가 브랜드 신뢰도, 제품태도 및 구매의도에 미치는 영향 - 시나 웨이보(Sina Weibo) 일반인 포스팅과 기업 포스팅 비교 -

  • 김종무 (단국대학교, 커뮤니케이션학부)
  • Received : 2017.06.05
  • Accepted : 2017.08.20
  • Published : 2017.08.28


The purpose of this study was to examine brand reliability, product attitude, and purchase intention attitude on a difference in a type between information source (General person / Company) in Sina Weibo. A questionnaire survey was conducted targeting 160 people. Questionnaire was conducted from April 3-7, 2017. The analysis was used 77 people for the General posting without error and 70 people for the Corporate posting. As a result of the research, general person posting is higher preference than public posting in brand reliability(General person M=2.5455/Company M=2.1306), product attitude(General person M=2.4589/Company M=1.9690), and purchase intention(General person M=2.5974/Company M=2.2750) according to type of posting information in Sina Weiboo. The outcome of this study will help to understand consumers' attitudes according to types of sources in China SNS.


Sina Weibo;Type of Information Source;Brand Reliability;Product Attitude;Purchase Intention


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