The Effect of V-commerce Content Type and Product Type on Attitude and Sharing Intention

V커머스 콘텐츠 유형과 제품 유형에 따른 태도와 공유의도에 미치는 영향 연구

Han, Kwang-Seok

  • Received : 2018.11.05
  • Accepted : 2019.02.20
  • Published : 2019.02.28


The purpose of this study is to investigate the relationship between attitude, purchase intention, and intention to share content and brand intention according to Influencer contents and branded content types. The results of this study are as follows: First, beauty products have a positive effect on the content intention and purchase intention as well as the sharing intention as compared to the branded contents. Second, V-commerce of innovative products showed that the branded content was more positive than the influencer content, but the purchase intention was lower. In addition, the content of sharing is higher than that of branded content. Third, the sharing intention was more positive than the beauty product, and the influencer content was higher than the branded content. The purpose of this study is to examine the attitude, purchasing intention, and sharing intention of beauty products and innovative products, which are most frequently used and most interested in users, to examine the content strategy of V-Commerce.


V-Commerce;Influencer;Branded Contents;Contents Attitude;Share Intention


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Supported by : Namseoul University