인지된 SNS 이용가치가 웹 쇼핑 신념에 미치는 영향

초록

This study aimed to compare that the influence of Perceived SNS using values at the web shopping belief according to gender difference after examining whether there is any difference in sex ratio inter group of the level of SNS use. The results of this study will be used as a material of the SNS marketing strategy building. This study was used a survey method, 215 cases were used for the final analysis. The main analysis was performed using cluster analysis, independent t-test, and the multiple regression analysis, the results of this study are as follows. First, women group are more familiar than men with using SNS community about the value of Facebook, Instagram, Twitter, YouTube, KakaoTalk. Second, women was highly aware of the accessibility and interactivity factors of SNS using values, at the same time risk factors under web shopping behavior belief. Third, women only showed that the use value of SNS affect the recognized risk and reliability of web shopping behavior beliefs. Consequently, women have higher using levels than men to use SNS. In addition, Women was concerned about web shopping risk while have recognized the positive value of using SNS

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