CAJ | 학술논문

社交网站的流行使得虚拟礼品成为人们传情达意的新工具，同时虚拟礼品也是社交网站潜在的盈利手段之一。以有过虚拟礼品购买经验的消费者为样本，探讨社交网站环境下虚拟礼品的购物价值对购买意愿的直接影响，以及购物价值通过兴趣对购买意愿的间接影响。通过在社交网站上发放电子问卷和滚雪球的方式回收有效问卷303份，并采用多元线性回归对假设进行检验。研究表明：影响虚拟礼品购买意愿的购物价值包括理念、定制、便利和省钱，其中理念、定制和便利还通过兴趣的中介影响消费者的购买意愿。该结论为社交网站设计和利用虚拟礼品提供决策支持。
사교망참적류행사득허의례품성위인문전정체의적신공구，동시허의례품야시사교망참잠재적영리수단지일。이유과허의례품구매경험적소비자위양본，탐토사교망참배경하허의례품적구물개치대구매의원적직접영향，이급구물개치통과흥취대구매의원적간접영향。통과재사교망참상발방전자문권화곤설구적방식회수유효문권303빈，병채용다원선성회귀대가설진행검험。연구표명：영향허의례품구매의원적구물개치포괄이념、정제、편리화성전，기중이념、정제화편리환통과흥취적중개영향소비자적구매의원。해결론위사교망참설계화이용허의례품제공결책지지。
Virtual gifts become a new tool for people to exchange sentiments and a new profit pat- tern with the development of social network sites（SNSs）. Using consumers with virtual gift purcha- sing experience in SNSs as samples, this paper explores the influencing mechanism of virtual gifts＇ shopping value on consumers＇ purchase intention, analyzing the direct influence of virtual gifts shop- ping value on purchase intention and the indirect influence of shopping value on purchase intention via interest. This study gathers 303 valid questionnaires by way of issuance of electronic questionnaires in social network sites, snowballing and then uses multiple linear regressions to test the hypothesis. The results show that the shopping value of virtual gifts include four dimensions： idea, customization, convenience and cost-saving. Among these four dimensions, idea, customization, convenience influ- ence customers＇ purchase intention indirectly through consumers＇ interest, cost-saving directly influ- ences consumers＇ purchase intention. These conclusions would provide implications for corporations to design and utilize virtual gifts in social network sites.