소셜커머스에서 사이트 밀착도의 역할과 선행 요인에 관한 연구

• 영문명: The Role of Site Stickiness and Its Antecedents in a Social Commerce Environment
• 발행기관: 한국IT서비스학회
• 저자명: 김병수(Byoungsoo Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제3호, 23~37쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.09.30

영문 초록

Social commerce is a subset of e-commerce that involves using social media, and user contributions to assist in the online buying and selling of products and services. Given the rapid growth of social commerce sites such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing decision-making processes in the social commerce environment. This study developed a theoretical model to examine the role of social commerce site's stickiness in customers' repurchasing decision processes. This study identifies price attribute, variety of selection, shopping enjoyment, and anger as the key factors of social commerce site's stickiness. Data collected from 164 users who had more purchasing experiences with social commerce for more than 7 months were empirically tested against the research model. The analysis results indicate that social commerce site's stickiness plays an important role in enhancing customer's purchasing behavior. Moreover, price attribute and shopping enjoyment significantly influence social commerce site's stickiness, whereas anger does not significantly affect consumer purchasing decision-making processes. However, contrary to our expectation, variety of selection negatively influences social commerce site's stickiness. The theoretical and practical implications of the findings are described.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구 모형

4. 연구 방법

5. 연구 결과

6. 연구 시사점 및 한계점

참고문헌

키워드

Social Commerce Site Stickiness Price Attribute Variety of Selection Anger Shopping Enjoyment