- Volume 20 Issue 2
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A Meta-Analysis of Influencing Factors on Purchase Intention in Social Network Service Environment Utilized Big Data Analysis
빅 데이터 분석을 활용한 소셜 네트워크 서비스 환경에서 구매의도에 관한 메타분석
- Received : 2015.10.26
- Accepted : 2015.12.06
- Published : 2016.02.29
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.
Big data;Social network service;Social commerce;Meta analysis;Purchase intention
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