소셜커머스에 대한 인식과 구매경험 등이 구매태도(만족도)에 미치는 영향

• 영문명: The Influence of Awareness and Shopping Experience about Social Commerce on Intention to Purchase Attitude(Satisfaction)
• 발행기관: 한국IT서비스학회
• 저자명: 이진희(Jin Hee Rhie)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제12권 제4호, 337~347쪽, 전체 10쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.12.31

영문 초록

The mobile market in South Korea is about 4trillion and the social commerce market is also growing. Social commerce market was started from small venture company and in nowadays, its status is getting higher enough to compete with such as Gmarket and 11st. As social commerce market is rapidly growing, the interest of consumer is getting higher and we need to research about how consumers to recognize and make a purchase. For the research, I set hypothesis about consumer's recognition about social commerce. shopping experience, purchasing disposition, a trust influence on purchase attitude and we analyzed through actual investigation. I did a survey for male and female in 20s. An analysis result showed that the recognition about social commerce, shopping experience, purchasing disposition and a trust can affect on purchasing satisfaction. The most popular category in social commerce market was restaurant and fashion and I also found that consumers visit social commerce market in case of need rather than regular visits. I expect a rapid growth of social commerce market as an advance of smartphones. I hope this research could help for to establish marketing strategy by understanding characteristics of social commerce market and consumer proneness.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구설계

4. 실증 분석

5. 결론

참고문헌

키워드

Consumer's Recognition Social Commerce Purchase Attitude Shopping Experience Purchasing Disposition Purchasing Satisfaction