체육전공자의 SNS 속성인식이 혁신제품 구매의도에 미치는 영향

Abstract

The purpose of this study is to identify the usage attribute factors that make SNS users perform economic activities. In addition, the moderation effect was used to verify the interference effect of multiple SNS using. The subject of this study is users on 205 Facebook.. The SPSS statistic package was used in data processing. The validity and reliability of the survey instrument were confirmed by conduct exploratory factor analysis, confirmatory factor analysis, and reliability analysis. The influence of the attributes of SNS on the purchase possibility was verified. through multiple regression analysis and structural equation model analysis. The moderating effect of multiple SNS utilization was confirmed by analysing hierarchical regression analysis. The results of the analysis are as follows. The usefulness and informativeness of SNS usage attribute have an impact on purchase possibility. Also, the level of Twitter usage also has a moderating effect on the way in which Facebook users' usability and accessibility perceptions influence their purchase possibility.

The purpose of this study is to identify the usage attribute factors that make SNS users perform economic activities. In addition, the moderation effect was used to verify the interference effect of multiple SNS using. The subject of this study is users on 205 Facebook.. The SPSS statistic package was used in data processing. The validity and reliability of the survey instrument were confirmed by conduct exploratory factor analysis, confirmatory factor analysis, and reliability analysis. The influence of the attributes of SNS on the purchase possibility was verified. through multiple regression analysis and structural equation model analysis. The moderating effect of multiple SNS utilization was confirmed by analysing hierarchical regression analysis. The results of the analysis are as follows. The usefulness and informativeness of SNS usage attribute have an impact on purchase possibility. Also, the level of Twitter usage also has a moderating effect on the way in which Facebook users' usability and accessibility perceptions influence their purchase possibility.