SNS 이용자의 휴리스틱 선택행동이 스포츠용품 구매의도에 미치는 영향

Abstract

The purpose of this study is to investigate whether the heuristic choice behavior of SNS users affects the purchase intention of sporting goods. To achieve the purpose of the study, research subjects were selected through the convenient sampling method, and questionnaires were collected from Instagram users among SNS users. 445 questionnaires were collected, and 401 copies were used for the analysis of the results, excluding the unfaithful questionnaires. Through the SPSS 21.0 program, frequency analysis, exploratory factor analysis, reliability analysis, and hierarchical regression analysis were performed.<BR> The results are as follows. First, it was found that TRA had a positive effect on the purchase intention of sports goods. Second, TRA with heuristics had higher explanatory power than the existing TRA model, and all variables had a positive effect on the intention to purchase sports goods. Third, it was found that TPB had a positive effect on the purchase intention of sports goods. Fourth, the explanatory power of TPB with heuristic was higher than that of existing TPB, and attitude, subjective norm, and heuristic variables excluding perceived behavioral control were found to have a positive effect on the purchase intention of sports goods of SNS users. Fifth, attitudes and heuristics were found to have a positive effect on the intention to purchase sports goods. Sixth, it was found that subjective norm and heuristics had a positive effect on the intention to purchase sports goods. <BR> It was found that heuristic variables supplemented the lack of explanatory power of the existing TRA and TPB, which explained and predicted behavior based on rationality.