earticle

영어

The purpose of this study is to examine the effect of SNS information characteristics and on consumer attitudes and purchase intention. The method of research was to use the statistical programs of SPSS23.0 and JAMOVI 1.1.9.0, to conduct t-test and ANOVA variance analysis to analyze the differences in purchase intention according to the characteristics of the subjects, as well as conducting a hierarchical analysis to find out the effect among the variables. As the results of the research, first, it was shown that the difference of those in their 30s and 40s compared to those 20s when considering general characteristics and purchase intention, there was no significant difference when taking into account both academic background and occupation. Second, it can be said that the purchase intention is lower for those in their 30s, 40s, or older, or for those who have graduated from college, and the higher purchase intention is related to higher levels of reliability, interactivity, and vitality. Third, it is shown that the higher the level of interaction, emotional, and behavioral attitudes the more statistically significant effect SNS information and characteristics and on consumer attitude and purchase intention.

중국어

本研究的目的在于考察SNS信息特性和消费者态度对购买意愿产生的影响。研究方法采用SPSS23.0、 JAMOVI 1.1.9.0统计程序。另外，为了分析调查对象普通特性和购买意愿差异，使用t-test和ANOVA分散 分析方法，而为了了解变量之间产生的影响，进行了位阶回归分析。经分析，得出的研究结果如下。第一， 在普通特性和购买意愿之间的差异方面，相比20多岁，30多岁和40多岁年龄段的差异明显，而学历和职业方 面并没有呈现显著的差异。第二，年龄段超过30多岁和40多岁，或学历为大学毕业，其购买意愿较低，而可 信度、相互作用性、生动深度越高，购买意愿就越高。另外，从模型3中可以看出，40多岁以上年龄变量和大 学毕业学历为负向影响因素，而相互作用性、感性态度、行为态度则为正向影响因素。由此可知，年龄段为 40多岁以上、学历为大学毕业的消费者，其购买意愿较低，相反相互作用性、感性态度、行为态度越高，其 购买意愿就越高。