SNS 선망 유형이 제품 구매의도에 미친 영향: 중국 위챗 사용자를 중심으로

초록

This study examined the difference between two types of envy perceived by consumers on SNS according to product types. In addition, according to existing literature the effects on product purchase intent were classified into two types of envy: benign envy and malicious envy, and compared by groups. For empirical study, a survey with wechat users in China was conducted through online by creating scenarios for each type of envy(benign envy/malicious envy) and product type(luxury/life necessities). The results of hypothesis analysis are as follows. First of all, the difference in envy perceived by consumers according to the types of product, women differed according to daily necessities and luxury goods. As a result of regression analysis, both perceived benign envy and malicious envy on SNS affectted the purchase intention positively. In comparison, benign envy had a greater impact. In the moderating effect, the type of product had a moderating effect between benign envy and purchase intention. Literally, the manipulation of benign envy succeed, we provide a new scenario setting of malicious envy. In practice envy as a psychological factor is provided an implication for a marketer that establishing marketing strategies to induce benign envy is important.

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