The purpose of this study is to examine the effects of wine brand’s SNS marketing, which has been thriven as the most powerful and effective method for marketing through Web 2.0, on consumer’s perceived value and purchase intention.
As wine has been popularized and the market has been grown...
The purpose of this study is to examine the effects of wine brand’s SNS marketing, which has been thriven as the most powerful and effective method for marketing through Web 2.0, on consumer’s perceived value and purchase intention.
As wine has been popularized and the market has been grown, there are tons of different types of wines in Korean market, and also there are a lot of demands for information of each wines so consumers can choose which one to have for their tastes. Here, SNS, which indicates Social Network Service, has been a new but powerful means of communication and marketing as the expansion of Smart Phone, Tablet PC, or etc. so they can easily access to information anywhere and anytime they want. Furthermore, People make new relationships on-line and have a lot of effects from each other in the network. They believe and trust more on others’ postscripts or opinions than existing advertisements, and get effects from simplified information exposed easily and rapid on SNS.
SNS maketing behaviors can be divided into three factors; event, information, and advertisement, and these are the independent variables on this study. These three different behaviors show positive(+) effects on an economic value and a psychic value, which are dependent values for marketing behaviors. When consumer sees SNS marketing during web surfing, they feel it is worth to have those experiences, and this effects positively(+) on purchase intention. This finding indicates that people get positive(+) effects on purchase intention, consequentially, through experiencing SNS marketing.
Even with this result, however, most of people on survey responded that there were few events, information, or advertisement for wine brands on SNS they could experience. This shows wine brands should be very active on SNS as people get effects on-line, and there should be further study of which type of post on SNS is the most effective way to attract consumer’s attention.
The purpose of this study is to examine the effects of wine brand’s SNS marketing, which has been thriven as the most powerful and effective method for marketing through Web 2.0, on consumer’s perceived value and purchase intention.
As wine has been popularized and the market has been grown, there are tons of different types of wines in Korean market, and also there are a lot of demands for information of each wines so consumers can choose which one to have for their tastes. Here, SNS, which indicates Social Network Service, has been a new but powerful means of communication and marketing as the expansion of Smart Phone, Tablet PC, or etc. so they can easily access to information anywhere and anytime they want. Furthermore, People make new relationships on-line and have a lot of effects from each other in the network. They believe and trust more on others’ postscripts or opinions than existing advertisements, and get effects from simplified information exposed easily and rapid on SNS.
SNS maketing behaviors can be divided into three factors; event, information, and advertisement, and these are the independent variables on this study. These three different behaviors show positive(+) effects on an economic value and a psychic value, which are dependent values for marketing behaviors. When consumer sees SNS marketing during web surfing, they feel it is worth to have those experiences, and this effects positively(+) on purchase intention. This finding indicates that people get positive(+) effects on purchase intention, consequentially, through experiencing SNS marketing.
Even with this result, however, most of people on survey responded that there were few events, information, or advertisement for wine brands on SNS they could experience. This shows wine brands should be very active on SNS as people get effects on-line, and there should be further study of which type of post on SNS is the most effective way to attract consumer’s attention.
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#와인 브랜드 마케팅 SNS 지각된가치 구매의도
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