소셜미디어 역할이 독거학생의 교내 편의점 구매상품에 미치는 영향

The purpose of this study is to explore the effect of social media (SM) roles on single person household university students buying convenient store (CVS) products. To achieve the purpose of this study, an empirical analysis was performed on single-person household (SPH) using convenience store products. For the survey, a total of 420 copies of the constructed questionnaires were distributed to university undergraduate students attending C University in North Chungcheong Province, a total of 385 usable samples were analyzed excluding thirty-five respondents that were not suitable for the survey. The collected usable data were analyzed and the hypothesis of this study was tested using the SPSS 25 program. The results of the empirical analysis of this study are summarized as follows. First, when purchasing convenience store products, the influence of social media’s interaction, reliability, and hedonic was confirmed. Second, interaction, reliability, and hedonic among social media roles have a significant impact on convenience store repurchase intentions. Third, consumers tend to prefer light meals, beverage, frozen foods, and instant cooking foods when purchasing convenience store products. Finally, implications of this research provide theoretical insightful contributions and also practical suggestions are discussed.