A Study on the Moderating Effects of Consumers’ Consumption Propensity in Respect to the Effects SNS Advertising Attributes and SNS Engagement Had on Selection Intention of Beauty Shops

Abstract

This study aimed to examine the effects SNS advertising attributes had on SNS engagement and in respect to them, moderating effects appeared according to consumers’ consumption propensity, positively verified the cause and effects SNS engagement had on SNS advertising attitude and selection intention of beauty shops. A total of 379 copies of responses collected from consumers who were using SNS were analyzed and the results are presented as follows: First, in respect to SNS advertising attributes in beauty shops, only reliability and entertainment had a significant effect on SNS engagement while usefulness and informativeness did not have a significant effect on SNS engagement. It indicates that consumers who retrieved and were exposed to an infinite number of data on beauty shops would have less interest in SNS advertisement on beauty shops. Second, in respect to the effect SNS advertising attributes had on SNS engagement, usefulness and reliability had a significant effect on the moderating effect of consumption propensity; the moderating effect of practical consumption propensity was significant; and in respect to the effect usefulness had on SNS engagement, usefulness of advertisement was different according to customers with impulsive consumption propensity. Third, SNS engagement and SNS advertising attitude had a significant effect on selection intention of beauty shops, which indicates that when positive advertising attitude was formed through engagement to SNS advertisement, selection intention of the beauty shops was higher. For SNS advertisement towards customers, it is suggested that more effective strategies that can attract more customers to have positive interest in services should be developed.