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커뮤니티 기반 소셜커머스의 신뢰와 고객 충성도의 결정요인: 샤오홍슈를 중심으로
주재훈(Jaehun Joo),후앙진(Huang Jin) 한국인터넷전자상거래학회 2021 인터넷전자상거래연구 Vol.21 No.1
A trend of social commerce which integrates characteristics of social media into e-commerce is to build trust through interactivity and empathy by using diverse user-generated content such as text, image, video, and live streaming. It is necessary to identify antecedents of trust and customer loyalty in the community-based social commerce. Interactivity and empathy are determinants of trust and customer loyalty in the community-based social commerce including Facebook commerce manager and Xiaohongshu. The present paper proposed a structured equation model integrating interactivity, empathy, trust, and customer loyalty, and presented 5 hypotheses derived from the research model. 220 valid samples were collected from users of Xiaohongshu which is a typical case of the community-based social commerce. Data were analyzed by SmartPLS 3.0 to test hypotheses. Both interactivity and empathy have positively a significant influence on trust and customer loyalty. Trust affects customer loyalty significantly. Implications for academics and practitioners were suggested.