Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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Effect of Perceived Quality by Product Involvement and Age Group on Purchase Intention in Online Environments: A Moderating Role of Information Sources and Social Media Platform

온라인 구매환경에서 제품 관여도와 연령 집단에 따른 지각된 품질이 구매 의도에 미치는 영향: 정보원천과 소셜미디어 플랫폼 조절효과

  • Lee, Dasol (Graduate School of Management, Hanyang University) ;
  • Oh, Minjeong (Global Elite Division, Yonsei University)
  • 이다솔 (한양대학교 대학원 경영학과) ;
  • 오민정 (연세대학교 글로벌엘리트학부)
  • Received : 2021.08.11
  • Accepted : 2021.09.16
  • Published : 2021.09.30
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Abstract

The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

Keywords

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