소셜커머스에 대한 소비자만족도와 재구매의도

• 영문명: A Study on Consumer Satisfaction and Repurchase Intention of Social Commerce - Focused on consumers in their twenties -
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 이다교 정아현 홍은지 유현정
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제18권 제2호, 249~273쪽, 전체 25쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2014.12.01

영문 초록

This study investigated consumer satisfaction and repurchase intention of social commerce of 250 consumers in their twenties who were main use group. Questionnaire survey was used online and off line one month in August 2012. 230 copies of questionnaires after excluding questionnaire having untrustworthy answer were used. Expectancy dis-confirmation paradigm was applied to consumer satisfaction on the social commerce to examine not only preliminary expectation before used of social commerce but also performance after use and to investigate satisfaction from point of view of money, time and emotion. The findings were: First, consumers preferred high discount rate and/or variety of businesses at selection of social commerce business to select one or two businesses. Personal visit to web-site and/or smart phone application was often used. Second, five questions of ten questions of expectation before and performance after buying of social commerce had significant difference. Performance after purchase was found to be higher than expectation before purchase from point of view of annoying advertising e-mail, disadvantageous contractual terms and conditions against consumers, difference of commodities than expected, difficulties of return and postponed delivery. Third, consumer satisfaction and repurchase intention on social commerce were: Consumer satisfaction from point of view of cost saving was the highest, and consumer's repurchase intention was rather high, and intention from mouth to mouth was low. Preliminary expectation and performance having influence upon consumer reaction toward social commerce included unwanted advertising e-mail, efficient retrieval and inexpensive prices.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 요약 및 결론

참고문헌