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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

Abstract

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.

Keywords

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

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