[논문]빅 데이터 분석을 활용한 소셜 네트워크 서비스 환경에서 구매의도에 관한 메타분석

남수태; 진찬용

doi:10.6109/jkiice.2016.20.2.408

초록
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본 연구는 소셜 네트워크 서비스 환경에서 구매의도에 관한 문헌적 고찰을 통해 선행연구를 살펴보고 개념 모델에서 제시된 요인에 대한 실증 분석된 연구들을 메타분석하기 위해 2005년-2015년 국내 학술지에 게재된 논문을 연구대상으로 하였다. 국내 학술지에 게재된 논문만 여과하여 조건에 부합한 총 29편의 논문을 연구에 대상으로 선정하였다. 메타분석의 결과 만족과 구매의도 경로가 가장 큰 효과 크기로 나타났으며, 효과크기는(r = .455)이었다. 두번째 효과크기는 구전과 구매의도 경로에서 효과(r = .398), 다음으로 신뢰와 구매의도 경로에서(r = .386)로 나타났다. 그런데 상호 작용성과 구매의도 경로에서는 가장 낮은 효과크기(r = .342)로 나타났다. 따라서 본 연구 개념 모델에서 제시된 예측변수는 약 22%-12% 설명력을 가지는 것으로 나타났다. 따라서 이러한 연구결과를 바탕으로 학문적 실무적 의의를 논의하였다.

Abstract ▼ AI-Helper

This study will find meaningful independent variables for criterion variables that affect influencing on purchase intention in social network service, on the basis of the results of a meta-analysis. We reviewed a total of 29 studies related purchase intention in social network service published in K...

This study will find meaningful independent variables for criterion variables that affect influencing on purchase intention in social network service, on the basis of the results of a meta-analysis. We reviewed a total of 29 studies related purchase intention in social network service published in Korea journals between 2005 and 2015, where a cause and effect relationship is established between variables that are specified in the conceptual model of this study. The result of the meta-analysis might be summarized that the highest effect size (r = .455) is the path from the satisfaction to the purchase intention. The second biggest effect size (r = .398) was found in the path between the word of mouth to the purchase intention. Next, the effect size (r = .386) in the path from the trust to the purchase intention showed very lower. Finally, the result of the meta analysis can be concluded that lower effect size (r = .342) Further, the predictive variables of this study have power of explanation about 22%-12% or more. Based on these findings, several theoretical and practical implications were suggested and discussed.

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문제 정의

This study will find meaningful independent variables for criterion variables that affect influencing on purchase intention in social network service, on the basis of the results of a meta analysis. We reviewed a total of 29 studies related purchase intention in social network service published in Korea journals between 2005 and 2015, where a cause and effect relationship is established between variables that are specified in the conceptual model of this study.

제안 방법

This study reanalyzed the research papers with the purpose to classify the results of the previous studies that causal relationships among satisfaction, trust, interaction, reputation and word of mouth in the social network service environment utilized big data analysis published Korea academic journals. A total of 29 research papers was filtered with the study criteria from five databases and examined the causal relationships among in the social network service proposed the conceptual model of this study. As shown in the collected data set (see Table 5, Table 6, Table 7, Table 8, Table 9), the values of the effect size using the inverse weighted mean as method approach with the random-effects model are provided in the paths from SAT to PI, from TRU to PI, from INT to PI, from REP to PI, and from MOM to PI.
A total of 29 research papers was filtered with the study criteria from five databases and examined the causal relationships among in the social network service proposed the conceptual model of this study. As shown in the collected data set (see Table 5, Table 6, Table 7, Table 8, Table 9), the values of the effect size using the inverse weighted mean as method approach with the random-effects model are provided in the paths from SAT to PI, from TRU to PI, from INT to PI, from REP to PI, and from MOM to PI.
This study reanalyzed the research papers with the purpose to classify the results of the previous studies that causal relationships among satisfaction, trust, interaction, reputation and word of mouth in the social network service environment utilized big data analysis published Korea academic journals. A total of 29 research papers was filtered with the study criteria from five databases and examined the causal relationships among in the social network service proposed the conceptual model of this study.

대상 데이터

The papers included in this study meta-analysis were identified using keywords that are “SNS Purchase Intention”, specifying on RISS, DBpia, eArticle in database articles of social science. A total of 145 research papers was found, consisting of 71 papers from RISS, 28 papers from DBpia and 26 studies from eArticle through the searching.
The papers included in this study meta-analysis were identified using keywords that are “SNS Purchase Intention”, specifying on RISS, DBpia, eArticle in database articles of social science.
This study managed with research studies published in Korea academic journals with the study criteria and then targeted a total of 29 papers for this study purpose. The following Table 1, and Table 2 are the list of authors and journals based the raw data for the meta-analysis.

성능/효과

First, the result of the meta analysis suggests that thehigher the effect size (r = .455) is the path from the satisfaction to the purchase intention. Therefore, it is clear that the satisfaction factor is the antecedent of the purchase intention factor and shows an explanatory power of 22%.
554). In addition, the results of the study appeared that the weighted mean value with the random effects model of the path from the trust to the loyalty was the effect size (r = .552).
643). In addition, the results of the study showed that the mean value with the fixed effects model of the path from the online trust to the purchase intention was the effect size (r = .566). The study on “A Meta-analysis of Relationship among Satisfaction, Trust, and Loyalty in E-commerce” [7], supported the weighted mean value with the random effects model that the path from the satisfaction to the loyalty showed the effect size (r = .
537). In addition, the results of the study showed that the weighted mean value of the path from the trust to the purchase intention was the effect size (r = .542), and the weighted mean value of the path from the loyalty to the purchase intention appeared the effect size (r = .380), and the weighted mean value of the path from the commitment to the purchase intention looked the effect size (r = .536).
Third, the effect size in the path from the reputation to the purchase intention showed the effect size (r = .371), no similar studies could not be compared. Therefore, it is clear that the reputation factor is the antecedent of the purchase intention factor and shows an explanatory power of 15%.

참고문헌 (10)

A. T. Stephen & O. Toubia, "Deriving Value from Social Commerce Networks," Journal of Marketing Research, vol. 47, no. 2, pp. 215-228, Apr. 2010.

상세보기
J. Y. Park & H. J. Yoo, "Consumers' Purchase Intention and Satisfaction of Social Commerce - Focused on Price Effect," J. of Human Ecology, vol. 18, no. 2, pp. 233-247, Nov. 2014.
J. H. Lee, "The Effects of Selection Attributes and Purchase Intention by Consumption Tendency of Social Commerce User's," The e-Business Studies, vol. 14, no. 3, pp. 285-308, Aug. 2013.
E. K. Han, S. J. Song & H. N. Lim, "The Motives for Using Social Commerce and Satisfaction, Repurchase Intention - Based on the Uses and Gratification Theory," The Korean Journal of Advertising and Public Relations, vol. 13, no. 3, pp. 298-325, Jul. 2011.
S. T. Nam, C. Y. Jin & J. S. Sim, "A Meta-analysis of the Relationship between Mediator Factors and Purchasing Intention in E-commerce Studies," J. lnf. Commun. Converg. Eng., vol. 12, no. pp. 257-262, Dec. 2014.
S. Y. Baek, "A Meta-Analysis for Exploring Moderators of the Relationship between Online Trust and Purchase Intention," The Journal of Industrial Innovation, vol.27, no. 3. pp. 139-167, Sep. 2011.
S. T. Nam, K. S. Yang & C. Y. Jin, "A Meta-analysis of Relationship among Satisfaction, Trust, and Loyalty in E-commerce," J. Korea Inst. Inf. Commun. Eng., vol. 19, no. 7, pp. 1711-1718, Jul. 2015.

원문보기 상세보기
G. V. Glass, "Primary, Secondary, and Meta-analysis of Research," Educational Researcher, vol. 5, no. 10, pp. 3-8, Nov. 1976.

상세보기
S. S. Oh, Meta-analysis - theory and Practice, Konkuk University Publication, 2009.
R. G. Orwin, "A Fail-safe N for Effect Size," Journal of Educational Statistics, vol. 8, no. 2, pp. 157-159, Apr. 1983.

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연합인증

빅 데이터 분석을 활용한 소셜 네트워크 서비스 환경에서 구매의도에 관한 메타분석
A Meta-Analysis of Influencing Factors on Purchase Intention in Social Network Service Environment Utilized Big Data Analysis 원문보기

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빅 데이터 분석을 활용한 소셜 네트워크 서비스 환경에서 구매의도에 관한 메타분석 A Meta-Analysis of Influencing Factors on Purchase Intention in Social Network Service Environment Utilized Big Data Analysis 원문보기

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저자의 다른 논문 :

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빅 데이터 분석을 활용한 소셜 네트워크 서비스 환경에서 구매의도에 관한 메타분석
A Meta-Analysis of Influencing Factors on Purchase Intention in Social Network Service Environment Utilized Big Data Analysis 원문보기

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