소셜 네트워크 스트레스가 소비자의 대처행동에 미치는 영향

Abstract

The purpose of this paper is to explore impact of social network-induced stress impact on coping behavior of the consumers. By assuming social shopping situation with the survey of 219 college students, I analyzed the impact of social network stress on consumer's coping behaviors(active coping, emotional support, and denial) and purchase intention as advertising reaction. As results, Social network stress had positively related to active coping, emotional support seeking and denial. And active coping and emotional support seeking had positively related to purchase intention. However, denial influenced negatively to purchase intention. Meanwhile, the direct path between network-induced stress and purchase intention was insignificant. In addition, I tried to discover the difference of moderating impact of recommendation source(peer, blogger, merchant) on the path between network induced-stress and coping behaviors within social shopping context. The results showed peer and blogger recommendation did not have significant effect on the path. On the other hands, merchant recommendation had partially significant effect on the path. Based on these results, theoretical and practical suggestions were discussed.