SNS Characteristics of Mobile Communication Company Influencing Brand Attitude and Purchase Intention

Abstract

Background/Objectives: The purpose of this study is to investigate the influence of SNS characteristics on brand attitude and purchase intention as the importance of SNS marketing is increasing recently.

Methods/Statistical analysis: The subjects of this study were consumers who have visited SNS of domestic mobile carriers in recent years. Data collection was conducted online. A total of 31 questions were included, including 6 general characteristics and 25 questions on the Likert 5-point scale. The collected data was utilized by SPSS Ver.22 statistical package for empirical analysis. The main analyzes were frequency analysis, validity, reliability, and multiple regression analysis.

Findings: This study examined the effect of mobile carrier SNS characteristics on the purchase intention and empirically analyzed whether the brand attitude had a mediating effect on the relationship between SNS characteristics and purchase intention. The empirical results show that the measured variables correlate with each other. First, SNS characteristics have a positive effect on purchase intention. As a result of multiple regression analysis, the standardization coefficient (β) showed that information providing had the highest influence on purchase intention as .355^***. The explanatory power (R²) of the relationship between SNS characteristics and purchase intention was .485 (48.5%). Second, SNS characteristics have a positive effect on brand attitude. Benefit had the highest impact on brand attitude of .418^***. The explanatory power (R²) of SNS characteristics on the influence of brand attitude was .538 (53.8%). Third, brand attitude affects purchase intention. Finally, Brand attitude was partially mediated between SNS characteristics and purchase intention. The characteristics of SNS are important to increase purchase intention, and the mediating effect of brand attitude is verified.

Improvements/Applications: This study emphasizes the importance of SNS characteristics through brand attitude to increase purchase intention. It will be an important resource for suggesting SNS marketing methods that effectively utilize SNS characteristics.