Abstract
The purpose of this study was to explain the relationship between consumer interactivity and brand purchase intention by examining social support, ethical perception, relationship quality, and intention to co-create brand value using SNS brand pages. The data were collected from Generation MZ in Korea (222) and China (285) and analyzed by using multigroup structural equation modeling. According to the results, first, means of all the constructs differed significantly between the two groups, with Chinese being more prominent than Koreans. Second, all the hypotheses except the relationship between social support and intention to co-create brand value were supported significantly. The relationship between social support and intention to co-create brand value was supported significantly only in Chinese. Moreover, the relationship between consumer interactivity and social support as well as the relationship between ethical perception and relationship quality were found to be significantly stronger in Chinese participants. By analyzing differences between Korean and Chinese consumers’ experiences with SNS brand pages, this study may provide valuable information to differentiate marketing strategies.
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