중국 C2C 소셜커머스 플랫폼에서 판매자와 브랜드 신뢰가 지속적 구매의도에 미치는 영향

• 영문명: The Effects of Trust of Sellers and Brands on Customers’ Continuous Purchase Intention in C2C Social Commerce Platform in China
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 항명가(Ming-Jia Xiang) 이서영(Sue-Young Lee) 김태인(Tae-In Kim)
• 간행물 정보: 『아태비즈니스연구』제12권 제3호, 235~250쪽, 전체 16쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2021.09.30

영문 초록

Purpose - This study analyzed the correlation and influence between social support, trust (seller, brand), and continuous purchase intention in C2C social commerce in China. Design/methodology/approach - To test the hypothesis, SPSS and Smart PLS 3.0 statistical packages were used based on the collected data. Findings - First, it was confirmed that social support (emotional support, informational support) had a positive effect on trust in sellers. Second, it was found that trust in sellers had a positive effect on brand trust. Third, both seller trust and brand trust have a positive effect on consumers continuous purchase intention. Research implications or Originality - When consumers gain emotional and informational support from sellers, trust in sellers will be effectively improved. Companies wishing to improve brand credibility of their products will have to outsource the sale of their products to trusted sellers. The C2C social commerce platform should build its own trust rating system, recommend sellers with high reliability ratings, and encourage sellers to provide consumers with a lot of information about their brand.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

References

키워드

C2C Social Commerce Repurchase Intention Seller Trust Brand Trust Social support