The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

1. 서 론
2. 이론적 배경
    2.1 지각된 품질
    2.2 구매 의도
    2.3 제품 관여도
    2.4 온라인 정보원천 특성
    2.5 소셜미디어 플랫폼 특성
    2.6 온라인 환경의 지각된 품질, 구매 의도, 관여도
3. 연구 방법
    3.1 연구모형과 가설
    3.2 조작적 정의
    3.3 연구 설계
    3.4 표본의 특성
    3.5 타당성 및 신뢰성 분석
4. 연구 결과
    4.1 가설 검증
5. 결 론
    5.1 연구결과 요약
    5.2 연구의 시사점
    5.3 연구의 한계점 및 향후 연구 방향
References

• Dasol Lee(한양대학교 대학원 경영학과) | 이다솔
• Minjeong Oh(연세대학교 글로벌엘리트학부) | 오민정 Corresponding Author