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SNS 마케팅의 정보제공성, 상호작용성, 신뢰성 특성이 MZ 세대의 업사이클링 디자인 제품 구매의도에 미치는 영향
정민지(Jeong, Min Zy),현은령(Hyun, Eun Ryung) 한국디자인문화학회 2023 한국디자인문화학회지 Vol.29 No.4
In the contemporary landscape, escalating environmental concerns have spurred enterprises to offer ecologically sound products and amplify value by creatively repurposing discarded resources. Beyond conventional recycling, the emerging concept of upcycling contributes novel value from reclaimed materials, addressing societal and ecological challenges. Recent trends showcase upcycled designs through SNS, providing diverse brand experiences. This study delves into the influence of SNS marketing characteristics on MZ generation’s intention to purchase upcycled design products, based on distinct preferences. A purpose designed survey, administered via Google Survey tools, targeted one hundred MZ generation’s. SNS marketing attributes ’information provision’, ‘interactivity’, and ‘trustworthiness’were evaluated using a Likert scale. As a result of statistical analysis using SPSS, it was found that there was a significant relationship between SNS use type and SNS marketing attribute, which had a positive effect on purchase intention. This study underscores the pivotal role of consumer interaction within SNS. Strategies analyzing diverse purchase intentions are vital for enhancing brand loyalty. The findings underscore the significance of active consumer engagement within the SNS milieu and emphasize the need for refined dissemination of information to consumers. This research augments the potential of SNS marketing, offering valuable insights for future endeavors in this domain, ultimately enriching the repository of innovative propositions for prospective deployments.
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