A Study on the Relationship between SNS Marketing Characteristics and Digital Product Purchase Intention : Focusing on Generation Z in Korea and Vietnam

This study aimed to identify whether the relationship between the characteristics of SNS marketing and the intention to purchase digital products among Generation Z varies according to users' nationalities. To this end, responses from 298 surveys (172 from Korea, 126 from Vietnam) were used for statistical analysis, and the results are as follows. Firstly, among the characteristics of SNS marketing, playability and reliability were found to have relatively high impacts on purchase intention in a statistically significant manner. Secondly, in the relationship between SNS marketing characteristics and purchase intention, it was observed that nationality serves as a statistically significant moderating effect for playability. Vietnamese Generation Z values self-expression and emotional connection through SNS, while Korean Generation Z tends to use SNS for information searching and practical consumption. Hence, the informational and reliable aspects have a greater influence on purchase intention, suggesting that the relationship between SNS marketing characteristics and purchase intention may differ by culture.