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THE EFFECT OF SOCIAL MEDIA ACTIVITIES ON REPURCHASE INTENTION : SEQUENTIAL MEDIATION EFFECT OF SOCIAL PRESENCE AND TRUST

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Abstract
During Covid-19 pandemic, businesses, mostly small and medium business, try to move their existence to online platform because of social distancing measures. Normally, it is challenging to gain trust and pursue the intention of the customer in online business setting. To understand more about how to achieve repurchase intention of the customer, this study examines the relationship of social media marketing activities on repurchase intention. Different from previous studies, this study investigated SMMA not as a single factor but as each of the components separately. This study also could be able to identify two important mediators in the relationship, social presence and trust. A cross-sectional survey research was done by the samples mostly composed of migrant workers from Myanmar in South Korea. Data collected from 249 samples was analyzed by SPSS and AMOS. Mediation effects were examined by Hayes PROCESS MACRO model number 6 and it was found out that social presence and trust partially sequentially mediated all the relationship between elements of SMMA and repurchase intention except for entertainment in which fully sequential mediation was found out.

Keyword: Social Media Marketing Activities, Social Presence, Trust, Repurchase Intention, Sequential Mediation.
Author(s)
찬 녠 와이
Issued Date
2022
Awarded Date
2022-02
Type
dissertation
URI
https://oak.ulsan.ac.kr/handle/2021.oak/9791
http://ulsan.dcollection.net/common/orgView/200000602176
Affiliation
울산대학교
Department
일반대학원 경영학과
Advisor
박주식
Degree
Master
Publisher
울산대학교 일반대학원 경영학과
Language
eng
Rights
울산대학교 논문은 저작권에 의해 보호 받습니다.
Appears in Collections:
Business Administration > 1. Theses (Master)
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