Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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The Relationship between the Social Interactions on the Social Network and the Purchase Intention

  • Received : 2016.01.20
  • Accepted : 2016.04.26
  • Published : 2016.05.31
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Abstract

The purpose of this paper is to examine the relationship between the social interactions on the social network and the purchase intention. And the trust propensity of a trustor, the ability of a trustee, and the sincerity of a trustee are selected as the antecedents of social interactions. This paper also examines the effect of type of product as a moderating variable. The result of this paper reveals that social interactions(in terms of closeness, familiarity, and interpersonal trust) have a positive(+) effect on the purchase intention. The more social interactions, the more trustors have intentions to purchase the recommended products by trustees. In addition, the study reveals that the trust propensity of a trustor and the ability of a trustee directly and indirectly influenced on the intention to purchase the recommended product. The findings also suggest that the trust propensity of a trustor and the ability of a trustee have an effect on the closeness, familiarity, and interpersonal trust resulting from social interactions.

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