The Impact of SNS Characteristic Elements on Customer Purchase Intention: Focusing on Chinese Beauty Industry Consumer
AUTHORS
Jing Xu,Doctoral Student, 48513 Graduate School of Information Systems, Pukyong National University, 45, Yongso-ro, NamGu, Busan, Korea
Si-yuan Wen,Master’s Student, 48513 Graduate School of Information Systems, Pukyong National University, 45, Yongso-ro, NamGu, Busan, Korea
Ha-kyun Kim*,Professor, 48513 Division of Business, Pukyong National University, 45 Yongso-ro, NamGu Busan, Korea
ABSTRACT
With the development of the Internet and smart terminal technology, Social Networking Service (SNS) has gradually developed into the most important channel for consumers to obtain information. Users are more willing to search and share information on SNS. Consumers will search and share experiences on SNS before and after purchase, and consumer feedback will effectively supplement the information already available on SNS. In situations where consumers do not have sufficient information and attributes over a product, brand trust as a signal to infer the product can largely influence consumer purchase intention. The characteristics of SNS are the underlying factors that influence brand trust and consumer purchase intention. This study examines the impact of SNS features on Chinese consumers' purchase intentions, by reviewing and analyzing prior research, interactivity, access convenience, and recency. 200 questionnaires were distributed on the Internet and 167 valid questionnaires were returned. The study was empirically analyzed through SPSS 22.0 and Smart PLS2.0 (Structural Equation Package) to test the hypotheses. The findings of this study are as follows: Firstly, the interactivity of SNS positively influences brand trust. Secondly, the access convenience of SNS positively influences brand trust. Third, the recency of SNS has a positive impact on brand trust. Fourth, brand trust positively influences consumer purchase intention.
KEYWORDS
SNS characteristics, Interactivity, Access convenience, Recency, Brand trust, Purchase intentions
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