The domestic smartphone market has made a rapid growth simultaneously when the iPhone released first in 2009 in K orea. The number of smartphones in use is 91.0% based o n the use of adults in 56 countries and it is ed in the upper ranks with UA... The domestic smartphone market has made a rapid growth simultaneously when the iPhone released first in 2009 in K orea. The number of smartphones in use is 91.0% based o n the use of adults in 56 countries and it is ed in the upper ranks with UAE and Singapore. This walking of smartphone developed one person media and one person community from offline to online by strengthening the new personal connections. Furthermore, the social network service has been developed to expand the internet culture to the mobile consequentially and real time communication, cost and time saving became more possible. The average time in use of smartphones per day has been increasing so that information spreads more. Because of this phenomenon, the PR and the brand marketing of many companies focus on the strategies as time goes by to communicate with customers through SNS in fast motion. It has been having an effect on the decisions of purchasing for consumers. The advantages such as the longer time in use, the simplicity of the mobile phone, and the transcending time and space in use became powerful. Because of those, SNS has evolved in mobile environment over the world wide web. Therefore, online social communication has been boosted and activated so that the SNS marketing became an essential point at home and abroad. The most important thing is the fact that it is not just an one-sided communication but twoway communications became more possible than before. A successful relationship between the brand and consumers influences consumer’ s attitude and then the image of certain brand starts to change. Furthermore, consumer’s purchase intention has been affected by the information from the brand or that relationship. Based on the preceding researches about positive impacts on consumers through Social Media marketing, the purpose of this study is to investigate how consumer’s purchase intention could be affected by the attributes of Social Media marketing such as information, interaction, and multimedia of full service carriers both Korea airlines and Asiana airlines. Also, the additional goal of this study is to figure out the dynamics of consumer’s both cognitive behavior and emotional behavior which are influenced by SNS marketing. A primary collection of data was carried out as a positive research to figure out how the factors of Social Media marketing for full service carrier airlines affect on consumer's attitude and purchase intention according to their cognitive and emotional experience. That positive research was conducted with the survey which measures the factors of marketing, consumer's attitude, and purchase intention aimed at people who are aware of at least one of Social Media channels of Korean airlines and Asiana airlines such as twitter, facebook, or instagram and interested in a regular subscription to get informed. A secondary research was conducted in order to organize the theories related to above through domestic and overseas academic journals, theses, some books and websites relevant to the factors of Social Media marketing and consumer's cognitive and emotional experience. In order to gather all kinds of data about Social Media of full service carrier airlines, I looked into their Social Media channels, blogs, and websites. Then, for collecting data regarding consumer's cognitive and emotional experience towards purchase intention, advertising articles, theses, books and also academic journals were used as very helpful reference materials. Here are the results of the survey aimed at one hundred and fifty five subjects in terms of the research theme. First, it turns out that this supports the hypothesis which the informative aspect of domestic full service carriers affects positively on cognitive experience. It means that the more accurate, recent, and important information is provided rapidly, the more consumers' cognitive experience towards two big airlines increases. Secondly, it also turns out that supports the hypothesis which the interaction for Social Media of full service carriers influences positively because of the benefits of Social Media that provide good enough information to response and to communicate with one another. Thirdly, the hypothesis that the features of multimedia of Social Media for full service carriers airlines affect on cognitive experience positively was supported as well. It is mostly due to the various information that consists of the accessible, easy and interesting contents such as pictures and video clips. Fourthly, the hypothesis that the information of Social Media of full service carriers airlines affect on emotional experience positively was rejected. This result means that the attitude of consumers who subscribe the information through Social Media of full service carriers airlines was affected more emotionally by both interaction and multimedia factors than the informative factors. Fifthly, the hypothesis that the interaction of Social Media for full service carriers airlines affect on emotional experience positively was supported. It is because that the access to airlines for information through Social Media has gotten pretty easier than before and then consumers could have more emotional experience. Sixth, the hypothesis that the features of multimedia of Social Media for full service carriers airlines affect on emotional experience positively was supported. The multimedia features caused consumer's interest through various contents such as photographs or video clips and because of that consumer's emotional experience became more possible. Lastly, the hypothesis that cognitive experience from Social Media of full service carriers airlines affects on consumer's purchase intention was supported. When consumer's attitude was favorable, the purchase intention of consumers turned out to be favorable as well. In other words, the more consumer's attitude goes with positive way, the more the purchase intention of consumers increases. This represents that consumer's positive attitude that built with Social Media can enhance the purchase intention and also the intention to recommend to others. Therefore, in order to raise the intention to recommend that has an important affect on decisions of purchase in terms of Social Media marketing, full service carriers airlines should develop more interesting contents for consumer's positive attitude of purchase. Then they also can create a higher value-added business. ，韩语论文，韩语毕业论文 |
