농축산물의 SNS 정보 특성이 고객충성도 및 재구매 의도에 미치는 영향

The recent developments of information and communication technology are having a significant impact on the agricultural and livestock industry. The number of SNS users is rapidly increasing due to the increase in smartphones, and as people retain information and experiences through communities, SNS is emerging as a new distribution channel. In this study, the SNS information characteristics of agricultural and livestock products consumers were set into four sub-factors of information provision, reliability, playfulness, and interactivity, and the factors affecting customer loyalty were identified, and the SNS information characteristics were related to the intention to repurchase agricultural and livestock products. The relationship was empirically divided, and a total of 276 questionnaires were used. SPSS 27.0 and AMOS 27.0 were used to analyze the results through a structural equation model using frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and hypothesis testing, and the main results are as follows. Information provision, which is a factor in the information characteristics of agricultural and livestock products, did not have a statistically significant effect on customer loyalty, but reliability, playfulness, and interactivity were found to have a significant effect on customer loyalty. Customer loyalty has a statistically significant impact on repurchase intention, but the SNS information characteristics of agricultural and livestock products consumers, such as information provision, reliability, playfulness, and interactivity, do not appear to have a statistically significant impact on repurchase intention. SNS content on agricultural and livestock products must provide reliability and enjoyment to consumers and enable interaction with consumers. Height requires a differentiated SNS marketing strategy.