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• 영문명: Consumers' Purchase Intention and Satisfaction of Social Commerce Focused on Price Effect
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 박지윤 유현정
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제18권 제2호, 233~247쪽, 전체 15쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2014.12.01

영문 초록

Social commerce is a type of electronic commerce industry where buying and selling products or services are conducted over internet network service; SNS. The distinct feature is that it provides customers with a limited number of items at a substantial discount rate and price. This study, considering price as the main factor affecting customers to use social commerce, was conducted based on a survey targeting university students who have used social commerce. 2 types of research with a total of 300 copies were finally used to analyze. The main results of the study are as follow. To start with, as to the preferences and the use of social commerce, big domestic companies were definitely preferred. Secondly, with regard to motives to use social commerce, it suggests that discounted price was the biggest motivator. Third, the results from the survey A and B, which were conducted to analyze how the purchase intention depends on the discount rate, indicates that the final purchase price and the preferences of the products could be a more important factor than substantial discount. Finally, the crucial factors affecting customers to repurchase and to be satisfied turned out to be competitive price; price satisfaction of the purchased goods and the quality of the items. Judging by the results so far, customers should make careful purchase decisions in order to reduce damage or complaints from the products, considering the products' exact information and actual quality instead of focusing only on the discounted price. Consequently, social commerce companies should take great effort for gaining customer's trust and continual growth, rather than competing to sell at the lowest price. In addition, social systems and policies for a fair market should be followed.

목차

ABSTRACT

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

social commerce discount rate motivator price satisfaction repurchase