소비자가 SNS을 통한 플랫형 가구의 자아일치성 및 구매의도에 관한 연구

Abstract

In recent years, with the popularization of e-commerce and social networks, a culture of sharing content through the Internet has been established. At present, most young people show their ideas or lifestyle through social platforms. In view of this tendency, information search based on picture sharing can quickly and intuitively show the product information and effect. For example, xiaohongshu, INSTAGRAM and other social platforms bring consumers a more comfortable and trustworthy feeling through content and presentation in this form. In addition, consumers want to follow their lifestyle based on similar, aspirational images. Can bring consumers with their own style or I want to have the furniture inspiration, add a new romance and vitality. Today's young people share their lives through social platforms, including the selection, arrangement and type of flat furniture, to intuitively show the product information and effect. Compared with traditional online shopping, it will be greatly improved in terms of credibility and information. This study is mainly aimed at young renters, who are the main groups of social platforms, and flat furniture is the main type of furniture sharing. The convenience and use of renting house can not only meet my aesthetic needs but also meet the use needs. Participants (N=218) conducted an online survey and 218 samples were taken from young people who rented houses. Using SPSS26.0 for data analysis, it is concluded that information, reliability and comprehension have a positive effect on purchasing intent, and that self-consistency can act as a positive adjustment. This study reflects the current demand for furniture for young people who rent their homes, not only through online shopping and offline shopping, but also through sharing of furniture design on SNS, which can arouse consumers' sympathy and purchase intentions.