A Study on the Relationship between Consumer’s Consumption Propensity, SNS Advertising Attributes, Product Image, and Purchase Intention

The purpose of this study is to investigate the relationship between SNS advertising attributes, product image, and purchase intention according to consumer’s consumption propensity. To test the hypotheses 182 questionnaires were collected and statistically analyzed for consumers who had ever experienced SNS advertising. The hypothesis test results are as follows. First, the informativeness, the entertainment, and the credibility of the SNS advertising attributes are found to have positive (+) significant effects on product images while the hindrance is shown to have a negative (-) effect on product images. Product images show positive influence on purchase intention. In the analysis of consumption propensity moderating effects, it is found that, except for consumers with planned consumption propensity, there are partially moderating effects on consumers with consumption propensities of hedonic, economic, trend-seeking, and consciousness of others.