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최준호(Jun Ho Choi),조현아(Hyeon A Jo),류다현(Da Hyun Ryu),김경자 (Kyungja Kim) 가톨릭대학교 생활과학연구소 2023 생활과학연구논집 Vol.38 No.1
The Purpose of this study was to analyze consumer trust on instagram ads. and it’s effect on consumer purchasing behavior. Data were collected from 214 college students in Seoul metropolitan area via online survey and social big data were used to complement the survey data. Respondents made 2.2 purchases and spent 107,900 won during last 6 months on the average after they watched Instagram ads. Female consumers bought more cosmetics and diet products than male, while male consumers bought more sporting goods than female. Respondents trusted Instagram ads about 52% on the average. The top 2 reasons of the trust were because of‘good user review’ and ‘realistic ads. image’. However, big data analysis showed that the evidence of distrust on Instagram ads. was growing too. Consumer trust on Instagram ads. significantly affected on the consumers’ purchasing frequency, spending expenditure, and consumer satisfaction after purchase.