한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제29권2호
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  • Pages.111-130
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  • 2020
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
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SNS 마케팅과 구매의도 간 브랜드 이미지의 매개역할에 대한 실증분석

An Empirical Study on a Mediating Role of Brand Image between SNS Marketing and Purchase Intention

  • 주재훈 (동국대학교 경주캠퍼스 경영학부(정보경영학전공)) ;
  • 김충로 (동국대학교 경영대학원)
  • 투고 : 2020.03.05
  • 심사 : 2020.05.23
  • 발행 : 2020.06.30
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초록

Purpose SNS (Social Network Service) is one of new promising marketing tools which allow marketer to do two-way communication and social interaction. Three characteristics of SNS marketing including informativeness, interactivity, and playfulness are distinguished from traditional marketing. The purpose of this study is to examine the relationships between three characteristics of SNS marketing, brand image, and purchase intention. Design/methodology/approach The present study proposed a research model integrating SNS marketing characteristics, brand image, and purchase intention represented by structural equation modelling and four hypotheses. A total of 20 questionnaire items for five variables were developed and measured by using five point Likert scale. 199 valid data were collected and used to test four hypotheses using SmartPLS. Findings Three hypotheses that the characteristics of SNS marketing such as informativeness, interactivity, and playfulness have a positive influence on brand image were supported at the significance level of 0.05 and 0.001 respectively. The hypothesis regarding the relationship between brand image and purchase intention was also supported at the significance level of 0.001. Brand image plays a significant mediating role in the relationship between SNS marketing and purchase intention. In particular, the result of research that playfulness of SNS marketing affects brand image significantly suggests a new future research theme regarding spiritual marketing. Implications for academics and practitioners were suggested.

키워드

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