소셜커머스의 쇼핑 가치와 재구매의도에 영향을 미치는 개인 및 소셜커머스 특성과 지각된 보안의 조절효과에 대한 연구

• 영문명: An Empirical Study on Individual and Social Commerce Factors Impacting Shopping Value and Intention to Repurchase in Social Commerce and Moderating Effects of Perceived Security
• 발행기관: 한국IT서비스학회
• 저자명: 김상현(Sanghyun Kim) 박현선(HyunSun Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제2호, 31~53쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

Web 2.0 has affected existing e-commerce and created a new business model of e-commerce, known as social commerce. Social commerce is a subset of e-commerce using social network services and is emerging as an impartant platform due to increased popularity of social networking services. This study focuses on analyzing the factors that influence the shopping value and intention to repurchase of social commerce users. Based on prior researches, we develop a research model, including individual characteristics of social commerce users (Collectivism. Price Sensitivity, Impulse Buying) and social commerce characteristics (Cost saving, Product Variety, Shopping Convenience). Furthermore, this study proposed the moderating effect of Perceived Security and the relationship between shopping value and intention to repurchase. To empirically validate, the data were collected from 220 social commerce users. The results indicated that individual characteristics (collectivism, price sensitivity, impulse buying) were positively related to hedonic shopping value. In addition, social commerce characteristics (cost saving, shopping convenience) were positively related to utilitarian value. The shopping value(hedonic and utilitarian) had a significant influence on intention to repurchase. The moderating effects of perceived security also was significant. Lastly, the implications for theory and practice are discussed.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형 및 가설설정

4 . 연구방법 및 분석

5. 결론

참고문헌

저자소개

키워드

Social Commerce Intention to Repurchase Hedonic Value Utilitarian Value Perceived Security