Effects of SNS Content Characteristics and Consumption Values on Wedding Product Purchase Intention

This study explored the effects of SNS content characteristics and consumption values on consumers’ intention to purchase wedding products. Data were collected through an online survey of 280 women aged 20 to 40 in South Korea. Analyses using SPSS 27.0 included frequency, factor, reliability, Pearson correlation, and multiple regression tests. The results showed that informativeness and entertainment significantly influenced purchase intention, while interactivity did not. Among consumption values, social, emotional, and situational values positively affected purchase intention. Notably, entertainment was a key factor in evoking emotional responses that shaped consumer behavior. These findings suggest that SNS content should go beyond simply providing information and focus on emotionally engaging elements to increase consumer engagement. The study offers practical implications for SNS-based marketing strategies in the wedding industry, emphasizing the importance of aligning content with consumers’ psychological needs and lifestyle preferences.