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ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.10 No.8 pp.7-15
DOI : http://dx.doi.org/10.13106/ijidb.2019.vol10.no8.7.

Influence of SNS Characteristics on the Brand Image of Infant Food Products

Seong-Soo CHA*,Moon-Sang LYU**
* First Author: Assistant Professor, Dept. of Food Science & Service, College of Bio-Convergence, Eulji University, Korea. Tel: +82-31-740-7274, Email: sscha@eulji.ac.kr

© Copyright: Korean Distribution Science Association (KODISA) This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (https://creativecommons.org/licenses/by-nc/4.0/) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.
** Corresponding Author: Associate Professor, Dept. of Global Commerce, Hoseo University, Korea. Tel:+82-10-2267-1803, Email: julien68@naver.com
July 04, 2019. July 25, 2019. August 05, 2019.

Abstract

Purpose - This study aims to examine the influence of social network service (SNS) on the brand image of infant food products; highlight the effects of brand image on the purchasing and word-of-mouth intention; and explore the effects of the purchasing intention on the word-of-mouth intention.
Research design, data, and methodology - Based on previous studies, it was found that the fundamental SNS characteristics for infant food products are reliability, interactivity, and informative. Using AMOS 22.0 and structural equation modeling (SEM), 288 questionnaires were surveyed as a statistical method for examining the proposed hypotheses.
Results - The analysis shows that reliability and informative have significant impacts on brand image, whereas interactivity does not. Again, the effect of brand image of infant food products on the purchase and word-of-mouth intention is statistically significant. However, the results differ across the “working housewife” and the “full-time housewife” groups. The connection between reliability and brand image was found to be statistically significant in this study.
Conclusions - This study analyzes the effects of SNS characteristics on the brand image of infant food products and the effect of the brand image on purchase and word-of-mouth intentions, and provides practical implications for the same.

JEL Classifications: L66, L99, M3, M31.

초록


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