SNS 마케팅활동, e-WOM과 구매의도의 관계에 관한 연구: 한국과 몽골 이용자를 중심으로

Abstract

The objective of this study is to examine the relationship of SNS marketing activities, e-WOM(e-Word of Mouth), and purchasing intention of SNS users in Korea and Mongolia. To achieve this objective, this study reviews the literatures about SNS marketing activities and e-WOM. This study suggests that SNS marketing activities(brand affiliation, opportunity seeking, conversation, and entertainment) is positively related to e-WOM and e-WOM have a positive relationship with purchasing intention of SNS users. To validate this hypothesis, the survey questionnaire was developed by reviews of existing literatures and experts opinions. The data used in this study was collected from Korean and Mongolian students of university and graduate school. The results are as follow. First, we empirically found that brand affiliation and entertainment have an effect on e-WOM in Korean SNS users and conversation is positively related to e-WOM in Mongolian SNS users. Second, e-WOM has a positive effect on purchasing intention of Korean and Mongolian SNS users.