외식상품 소비자의 소셜커머스 신뢰형성에 관한 연구

• 발행기관: 한국외식경영학회
• 저자명: 남장현( Jang Hyeon Nam ) 김용일( Yong Il Kim ) 현용호( Yong Ho Hyun )
• 간행물 정보: 『외식경영연구』16권 5호, 147~170쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2013.10.30

영문 초록

The purpose of this study was to investigate the influence of the trust building factors of social commerce users purchasing food product. The main focus of the study is to empirically validate the moderating role of food product involvement in the relationship among building trust factors, social commerce trust and purchasing intention. A survey was conducted from May 15 to June 30, 2013. A total of 325 questionnaires were collected. Excluding missing questionnaires, 302 usable questionnaires were analyzed. The results of the study were as follows. Firstly, the ``trust building model`` factors of social commerce by food product consumers were divided into five factors including reputation, transaction safety, information quality, usefulness and customization. Secondly, transaction safety had the most significant impact on social commerce trust and followed by information quality, reputation, customization. Thirdly, social commerce trust had the positive effect on purchasing intention. Finally, food product involvement shows the moderating effect on among building trust factors, social commerce trust and purchasing intention.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언