How a product's online source of information affects consumers' perceived value and purchase intentions

[Purpose] This study defines and compares the influence of different sources of online information a bout products on perceived value and purchase intention. Next, the study examines the moderating effe ct of online users’ age on the relationships between sources of online product information and perceive d value, and the relationship between perceived value and purchase intentions, Particularly, this study c ompares the moderating effect of users aged under 40 years and over 40 years. [Methodology] To verify the model of this study, data were collected through an online survey targe ting consumers who had purchased products online within the last 6 months. Out of a total of 220 que stionnaires, 204 copies were finally used for statistical analysis, excluding 16 copies with internal incon sistency, insincere responses, or errors. As a data process, SPSS 23.0 was used as the analysis tool an d AMOS 23.0 was used to analyze the structural equation model. [Findings] This study defined that product information driven by users and influencers has a signific ant effect on perceived value and purchase intention, while online information driven by companies has no significant effect. The moderating effect of consumer age was found. Individuals aged 40 years and younger are primarily influenced by information driven by influencers, whereas those aged 40 and abov e tend to be more influenced by user-generated information, which affects their purchase intentions. [Implications] Theoretical implications include the exploration of perceived value in digital contexts a nd the expansion of influencer and social marketing concepts. It highlights the importance of involving influencers and consumers in content creation to positively impact purchase decisions, offering a founda tion for future research.