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      • KCI등재

        소셜커머스의 유희성 및 보완성이 지속적 사용의도에 미치는 영향에 관한 연구

        류성열,박상철,곽수환 한국지식정보기술학회 2014 한국지식정보기술학회 논문지 Vol.9 No.6

        As social commerce has rapidly grown, a number of studies have been conducted to investigate into an individual’s intention to use social commerce. Considering the benefits related to the social commerce, there still remain opportunities for identifying some key variables that may help explain the continuous usage intention in social commerce. In particular, there has been little empirical work in this area to understand why people continuously use the social commerce. In this study, drawing on the main variables such as hedonic need fulfillment of social commerce and complementarities of social commerce, we develop and test a model of an individual's continuous usage intention in social commerce. Our model posits that both hedonic need fulfillment and complementarities of social commerce affect continuous intention by mediating both expected confirmation and satisfaction. Survey data collected from social commerce consumers were used to test the model by using PLS (partial least squares) analysis. According to our results, hedonic need fulfillment and complementarities of social commerce affected both expected confirmation and satisfaction, respectively. We also found that expected confirmation has a positive effect on satisfaction, which leads to the individuals’’ continuous usage intention. Based on our empirical findings, the implications for both research and practice are discussed.

      • KCI등재

        소셜커머스 이용의도의 영향요인: 집단주의 조절효과

        이희욱 ( Hui Uk Yi ),권순용 ( Soon Yong Kwon ) 아시아.유럽미래학회 2012 유라시아연구 Vol.9 No.3

        Social commerce is growing as rapidly as SNS spreads. The social commerce market is expected to increase from $500 million in 2011 to $3 billion in 2015 in the US, while it is currently estimated to be 1,000 billion Won in Korea. Moreover, as large-scale retailers begin to aggressively participate in the social commerce market, the market size is expected to grow even bigger. Despite the world-wide growth of the social commerce market as such, not much academic research on it has been conducted. There have been recent studies on consumer behavior in social commerce, which lacked, however, following studies and failed to generate substantial results. These previous studies focused on consumer behavior by applying various models and theories explaining consumer behavior to social commerce, rather than on variables reflecting the characteristics of social commerce. The present study, focusing on two important variables of social commerce in comparison with other commerce, attempts to explain the relationship among the variables, consumers’ attitudes, and their intention to use social commerce. The study goals are as follows. First, it tests effects of social influence as a variable related with SNS, distinguished from existing e-commerce. For this, this study analyzes the influence of social norm, a variable of social influence, on consumers’ attitudes toward social commerce and their intention to use it. Second, one of the important driving forces behind the rapid growth of social commerce is the large price-discount. The price-consciousness of consumers that they can purchase a product at a reduced price by 50%through social commerce, unlike existing commerce, can be a significant factor in consumers’ attitudes toward and intention to use social commerce. In this respect the current study examines the relationship among these. Third, in social commerce, in which purchase is possible, regardless of the intensity of individual buying intention, when a certain number of buyers participate, collective rather than personal power plays an important role. Thus, this study analyzes the moderating role of collectivism in the relationship among social norm, consumers’ price-consciousness, their attitudes toward social commerce, and their intention to use social commerce. Six hypotheses are tested in this study specifically. Hypothesis 1: The more favorable attitude-toward-social commerce will result in the higher using intention of social commerce. Hypothesis 2: The stronger social norm will result in the higher using intention of social commerce. Hypothesis 3: The higher price consciousness will result in the more favorable attitude-toward-social commerce. Hypothesis 4: The higher price consciousness will result in the higher using intention of social commerce. Hypothesis 5: The moderating effect of collectivism will be found in the relationship between the attitude- toward-social commerce and the intention to use social commerce. Hypothesis 6: The moderating effect of collectivism will be found in the relationship between the price consciousness and the using intention of social commerce. The data for the current study were collected from college students, who in general more quickly accept the latest information technology and social changes than other demographic categories. College students in their twenties, as the most active users of SNS and social commerce, can be deemed the most suitable sample for this study. A total number of 318 students were surveyed, and 281 responses were analyzed except those of the surveyed with little experience in social commerce. The results of the analysis are as follows. Consumers’ attitudes toward social commerce have a positive influence, while social norm has no significant influence, on their intention to use social commerce. The price-consciousness of consumers has a positive influence on both their attitudes toward and intention to use social commerce. The moderating effect of collectivism has been found only in the relationship between consumers’ price-consciousness and intention to use social commerce. While the price-consciousness of consumers with low collectivism has a positive influence, that of consumers with high collectivism has no influence on their intention to use social commerce.

      • KCI등재

        서비스제공자와 사용자의 인식차이 분석을 통한 소셜커머스 핵심성공요인에 대한 연구: 한국의 티켓몬스터 중심으로

        김일중,이대철,임규건 한국경영정보학회 2014 Asia Pacific Journal of Information Systems Vol.24 No.2

        Recently, there is a growing interest toward social commerce using SNS(Social Networking Service), and the size of its market is also expanding due to popularization of smart phones, tablet PCs and other smart devices. Accordingly, various studies have been attempted but it is shown that most of the previous studies have been conducted from perspectives of the users. The purpose of this study is to derive user-centered CSF(Critical Success Factor) of social commerce from the previous studies and analyze the CSF perception gap between social commerce service providers and users. The CSF perception gap between two groups shows that there is a difference between ideal images the service providers hope for and the actual image the service users have on social commerce companies. This study provides effective improvement directions for social commerce companies by presenting current business problems and its solution plans. For this, This study selected Korea's representative social commerce business Ticket Monster, which is dominant in sales and staff size together with its excellent funding power through M&A by stock exchange with the US social commerce business LivingSocial with Amazon.com as a shareholder in August, 2011, as a target group of social commerce service provider. we have gathered questionnaires from both service providers and the users from October 22, 2012 until October 31, 2012 to conduct an empirical analysis. We surveyed 160 service providers of Ticket Monster We also surveyed 160 social commerce users who have experienced in using Ticket Monster service. Out of 320 surveys, 20 questionaries which were unfit or undependable were discarded. Consequently the remaining 300(service provider 150, user 150)were used for this empirical study. The statistics were analyzed using SPSS 12.0. Implications of the empirical analysis result of this study are as follows: First of all, There are order differences in the importance of social commerce CSF between two groups. While service providers regard Price·Economic as the most important CSF influencing purchasing intention, the users regard ‘Trust’ as the most important CSF influencing purchasing intention. This means that the service providers have to utilize the unique strong point of social commerce which make the customers be trusted rather than just focusing on selling product at a discounted price. It means that service Providers need to enhance effective communication skills by using SNS and play a vital role as a trusted adviser who provides curation services and explains the value of products through information filtering. Also, they need to pay attention to preventing consumer damages from deceptive and false advertising. service providers have to create the detailed reward system in case of a consumer damages caused by above problems. It can make strong ties with customers. Second, both service providers and users tend to consider that social commerce CSF influencing purchasing intention are Price·Economic, Utility, Trust, and Word of Mouth Effect. Accordingly, it can be learned that users are expecting the benefit from the aspect of prices and economy when using social commerce, and service providers should be able to suggest the individualized discount benefit through diverse methods using social network service. Looking into it from the aspect of usefulness, service providers are required to get users to be cognizant of time-saving, efficiency, and convenience when they are using social commerce. Therefore, it is necessary to increase the usefulness of social commerce through the introduction of a new management strategy, such as intensification of search engine of the Website, facilitation in payment through shopping basket, and package distribution. Trust, as mentioned before, is the most important variable in consumers' mind, so it should definitely be managed for sustainable management. If the trust in social commerce should fall due to consumers'...

      • KCI우수등재

        소셜커머스 수용에 있어서 지각된 위험의 영향력

        노미진(Mi Jin Noh),이경탁(Kyung Tag Lee) 한국경영학회 2012 經營學硏究 Vol.41 No.1

        Social commerce and social shopping communities are growing in number and size, and companies which are using social commerce can increase the market share at a small charge. Customers are interested in the social commerce because of purchasing products or services at a low price. Social commerce is also a more recent phenomenon and has not been studied as extensively. Thus, this study investigates customers` acceptance of social commerce based on the Technology Acceptance Model(TAM). The purposes of this study are as follows. First, we understand that perceived risk of social commerce is a multidimensional concept, and study the relationship between attitude and perceived risk such as the economic risk, social risk, psychological risk, risk of time-loss, privacy risk, source risk, and risk of time-limit. Second, we analyze the relationship between perceived ease of use and attitude, and the relationship between perceived usefulness and attitude of social commerce. We also examine the relationship between perceived usefulness and the perceived ease of use, and the relationship between the attitude and behavioral intention of social commerce. Third, this study investigates whether perceived usefulness and attitude have a positive effect on behavioral intention of social commerce depending on the collectivism. In order to carry out research purposes, we conducted a survey of social commerce users, obtained a total of 243 questionnaires, and did a path analysis and moderated regression analysis. The research results are as follows. First, the perceived risk in social commerce had a positive influence on the attitude toward social commerce. Customers` damages are increasing because ailing companies introduce on the social commerce. For example, it is difficult to cancel or return the coupons after customers purchased on social commerce. Thus, customers perceive lots of risks about social commerce, and the risk factors can negatively influence the attitude toward social commerce. Second, the perceived ease of use did not has a positive effect on the attitude, but the perceived usefulness toward social commerce had a positive effect on the attitude. Third, the perceived ease of use positively influenced the perceived usefulness, and the attitude toward social commerce positively influenced social commerce usage intention. Finally, the relationship between perceived usefulness and usage intention was moderated by the collectivism. Social commerce is a kind of group purchases. Thus, customers who pursue collectivism culture use more the social commerce for purchasing because they perceive more useful on social commerce than other people. Customers who have a positive attitude about social commerce will purchase products or service on the social commerce. Because the social commerce is still in its early stages, and there has been minimal research regarding social commerce, this study can provide the theoretical framework for future researches of social commerce, and various contributions when companies relating to social commerce establish advertisement and promotion strategies.

      • KCI등재

        소셜커머스 이용동기가 고객충성도에 미치는 영향

        안운석(An, Un Seok) 한국서비스경영학회 2013 서비스경영학회지 Vol.14 No.5

        Social network of people sharing information by way of share grows more and take advantage of this one is growing concern about social commerce. In particular, the social commerce meet certain minimum number of hours when it is 30% to 80% discount on the price of the sale, and also their use for shopping information sharing through social networks and the real-time price comparison and online and offline ties Sales are through. This study investigates the effect of the relationships between social commerce motivations, customer loyalty, social commerce provider trust and supplier trust in social commerce. The following study results were revealed: First, social commerce motivations were related positively to customer loyalty. second, Social commerce motivations were related positively to social commerce provider trust. Third, social commerce motivations were related positively to social commerce supplier trust. Fotrth, social commerce provider trust and social commerce supplier trust were related positively to customer loyalty. Finally, social commerce provider trust and social commerce supplier trust have been a mediating effects to relationship between social commerce motivations and customer loyalty.

      • A Study on the Effect of Shopping Motivation of Social Commerce on Flow, Trust and Purchase Intention

        Lin Fang,Jong-Ho Lee 한국유통과학회 2013 KODISA ICBE (International Conference on Business Vol.2013 No.-

        Purpose - Social commerce, in order to retain existing users, should be put in more effort. Shopping motivation is one of the key factors to meet the needs of the users, so it can better understand the user. Grasp of shopping motivation is very important for social commerce enterprise in order to understand consumers correctly. This study focused on whether it will affect consumers' flow, trust and purchase intention investigated through basic research and empirical study of social commerce shopping motivation. Also this focused on which shopping motivation influences Purchase intention. And this provided implications on social commerce business or service, and social commerce consumer-oriented marketing strategy. Results - First, the seeking convenience of social commerce's shopping motivation has influence on the flow. On the other hand, seeking convenience has no effect on trust. Also, the seeking convenience of social commerce's shopping motivation has no influence on purchasing intention Second, pleasures of shopping of shopping motivation has no effect on flow. It also does nothing to trus. On the other hand, pleasures of shopping has influence on purchasing motivation Third, seeking low-cost of social commerce's shopping motivation has influence on the flow. The rise in seeking low-cost will increase the flow. Seeking low-cost also have an impact on trust. Also, seeking low-cost has the effect on purchase intention. Fourth, flow of social commerce has influence on purchase intention. Finally, the social commerce’s trust has effect on purchase intention. Conclusions - The results of the study are briefly as follows: First, seeking convenience and seeking low-cost in shopping motivation of social commerce have influence on flow, especially seeking low-cost. Second, seeking low-cost of shopping motivation of social commerce has influence on trust. Third, the pleasures of shopping, seeking low-cost, flow, trust in shopping motivation o

      • KCI등재

        중국에서의 소셜 커머스 특성과 소비자 특성이 재구매의도에 미치는 영향

        Runze Wu,Jong-Ho Lee 한국유통과학회 2016 유통과학연구 Vol.14 No.5

        Purpose – Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products. At present, China market has some problems due to its rapid growing. However, empirical research or academic approach to social commerce has not been made enough. So, it is important for Chinese social market to develop and enlarge the customers with stability under the reliability and satisfaction. Also it is important for them to have repurchase intention. Nowadays, it is necessary to find the factors on customer satisfaction and trust, whereas consumers' dissatisfaction and unreliability are increasing on social commerce recently. In addition, researches on social commerce have been actively pursued by a variety of domestic and foreign scholars. However, researches on social commerce and Chinese market are short of, and they have some limitations because of the rapid growth of the market even though it is the early stage. The current situation requires researches on consumers' repurchase intention for continuing growth in the future according to the growth of Chinese social commerce. Research design, data, and methodology – The literature and the empirical studies are combined in order to achieve the purpose of the study. Deriving social commerce features and consumer properties as factors affecting the repurchase intention through the literature, and these factors have modeled a series of assumptions about the impact on satisfaction and trust, and is conducted to test the hypothesis and questionnaires are derived based on the variables discussed in the previous study. Appropriate measures were developed and tested on 227 respondents in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by SPSS 23.0 and Amos 23.0. Results – Research results about social commerce characteristics and factors affecting the repurchase intention are presented to Chinese market companies that adopt business models and consumer characteristics. In addition, this study focuses on the characteristics of social commerce, from two-dimensional characteristics of the consumer satisfaction, trust and the impact on the repurchase. Therefore, social commerce features and consumer properties based on the results of this study may lead the strategic implications that may increase the repurchase intention. Conclusions – The classification reviewing the previous findings related to social commerce and social commerce features affects social commerce repurchase (price discount, interactivity) and consumer characteristics (impulsivity, innovation, collectivism). It affects repurchase on factors and analyzes empirically. The empirical results identify major characteristics (social commerce characteristics, attributes) that affect the repurchase intention, and give the practical implications as well as the business strategies that are able to enhance social commerce repurchase consumers. Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products.

      • KCI등재

        사용자 리뷰를 통한 소셜커머스와 오픈마켓의 이용경험 비교분석

        채승훈(Seung Hoon Chae),임재익(Jay Ick Lim),강주영(Juyoung Kang) 한국지능정보시스템학회 2015 지능정보연구 Vol.21 No.4

        Mobile commerce provides a convenient shopping experience in which users can buy products without the constraints of time and space. Mobile commerce has already set off a mega trend in Korea. The market size is estimated at approximately 15 trillion won (KRW) for 2015, thus far. In the Korean market, social commerce and open market are key components. Social commerce has an overwhelming open market in terms of the number of users in the Korean mobile commerce market. From the point of view of the industry, quick market entry, and content curation are considered to be the major success factors, reflecting the rapid growth of social commerce in the market. However, academics empirical research and analysis to prove the success rate of social commerce is still insufficient. Henceforward, it is to be expected that social commerce and the open market in the Korean mobile commerce will compete intensively. So it is important to conduct an empirical analysis to prove the differences in user experience between social commerce and open market. This paper is an exploratory study that shows a comparative analysis of social commerce and the open market regarding user experience, which is based on the mobile users reviews. Firstly, this study includes a collection of approximately 10,000 user reviews of social commerce and open market listed Google play. A collection of mobile user reviews were classified into topics, such as perceived usefulness and perceived ease of use through LDA topic modeling. Then, a sentimental analysis and co-occurrence analysis on the topics of perceived usefulness and perceived ease of use was conducted. The studys results demonstrated that social commerce users have a more positive experience in terms of service usefulness and convenience versus open market in the mobile commerce market. Social commerce has provided positive user experiences to mobile users in terms of service areas, like ‘delivery,’ ‘coupon,’ and ‘discount,’ while open market has been faced with user complaints in terms of technical problems and inconveniences like ‘login error,’ ‘view details,’ and ‘stoppage.’ This result has shown that social commerce has a good performance in terms of user service experience, since the aggressive marketing campaign conducted and there have been investments in building logistics infrastructure. However, the open market still has mobile optimization problems, since the open market in mobile commerce still has not resolved user complaints and inconveniences from technical problems. This study presents an exploratory research method used to analyze user experience by utilizing an empirical approach to user reviews. In contrast to previous studies, which conducted surveys to analyze user experience, this study was conducted by using empirical analysis that incorporates user reviews for reflecting users vivid and actual experiences. Specifically, by using an LDA topic model and TAM this study presents its methodology, which shows an analysis of user reviews that are effective due to the method of dividing user reviews into service areas and technical areas from a new perspective. The methodology of this study has not only proven the differences in user experience between social commerce and open market, but also has provided a deep understanding of user experience in Korean mobile commerce. In addition, the results of this study have important implications on social commerce and open market by proving that user insights can be utilized in establishing competitive and groundbreaking strategies in the market. The limitations and research direction for follow-up studies are as follows. In a follow-up study, it will be required to design a more elaborate technique of the text analysis. This study could not clearly refine the user reviews, even though the ones online have inherent typos and mistakes. This study has proven that the user reviews are an invaluable source to analyze user experience. The

      • KCI등재

        소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향

        이경탁,구동모,노미진 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.13 No.3

        ocial commerce is a more recent phenomenon and growing in number and size with the diffusion of social networking services. But it has not been studied as extensively. The purpose of this study is to investigate consumers’ social commerce usage intention empirically. Using the theory of reasoned action suggested by Fishbein and Ajzen(1975), this study tests that perceived value created by social commerce affects social commerce usage intention. In this study, authors e identify to the conception of perceived value as a multidimensional construct, economic, psychology, and time value. This study is to analyze the effects of the value perceived by the consumer on attitude toward social commerce and the effects of the attitude and subjective norm on social commerce usage intention. Additionally, we examine the moderating role of coupon redemption effort in the relationship between attitude toward social commerce and usage intention. In order to evaluative the validity of the model, 258 questionnaires were collected from college students who frequently use SNS and accept new trend and technology using internet survey. All the instrument items used in this study were adapted from previous research and the data were analyzed using SPSS 18 and AMOS 7. This study proposed several hypotheses and conducted an experiment to test these hypotheses. Based on the data analysis results, it was found that economic and psychology value has significant effects on attitude toward the social commerce but time value had not the effect on attitude toward the social commerce. And the present study has also shown that both attitude toward the social commerce and subjective norm significantly influenced usage intention. This finding suggests that the theory of reasoned action effectively explains the social commerce usage intention. The result regarding the moderating effect of the coupon redemption effort has shown that the attitude toward social commerce and usage intention is moderated by consumer perception about coupon redemption. 소셜커머스는 최근 성장하고 있는 새로운 거래이자 사회적 현상의 하나이다. SNS의 확산에 따라 소셜커머스 시장은 매우 빠르게 성장하고 있지만 이에 대한 연구는 아직 이루어지지 않고 있다. 본 연구는 소셜커머스에 대한 초기 연구로서 소셜커머스에 대한 소비자들의 이용의도를 알아보는데 그 목적이 있다. Fishbein과 Ajzen(1975)의 합리적 행동이론을 적용하여 소셜커머스가 창출하는 가치가 소셜커머스 이용의도에 미치는 영향을 분석하였다. 소셜커머스가 창출하는 가치는 경제적, 심리적, 시간적 가치의 세 가지 개념으로 정의하였고, 이들 가치가 태도에 미치는 영향, 태도와 주관적 규범이 이용의도에 미치는 영향을 분석하였다. 그리고 태도와 이용의도 간의 관계에서 쿠폰상환노력의 조절효과를 검증하였다. SNS를 활발하게 사용하고 새로운 문화 및 기술 수용을 가장 먼저 추구하는 대학생을 대상으로 자료를 수집하였다. 연구결과 경제적 가치와 심리적 가치는 소셜커머스에 대한 태도에 정의 영향을 미치는 것으로 나타났다. 그러나 시간적 가치는 유의적인 영향을 미치지 못하는 것으로 나타났다. 태도와 주관적 규범은 이용의도에 유의적인 영향을 미치는 것으로 나타났다. 따라서 합리적 행동이론은 소셜커머스를 이용의도를 설명하는데 유용한 모형인 것으로 밝혀졌다. 또한 쿠폰상환에 대한 지각은 태도와 이용의도 간에 관계를 조절하는 것으로 나타났다.

      • KCI등재

        SNS 만족도가 소셜커머스 신뢰성 및 지속사용에 미치는 영향에 관한 연구

        문종범 ( Jong Beom Moon ),김인섭 ( In Sub Kim ),정원준 ( Won Jun Jung ) 한국경영공학회 2012 한국경영공학회지 Vol.17 No.2

        SNS based Social commerce is becoming an issue in our economy and is increasing drastically. Even though there is relatively low entry barrier, the Big three social commerce companies account for more than 50% of the total Korean market. It is required to understand and prepare the characteristics of social commerce when start a new business in social commerce area. In addition, consumer complaints are also increasing due to the relatively low level of services in social commerce. Any social commerce company is not able to provide basic services and it shows a loophole such as customer management. There are these problems in the sales-driven social commerce. Players of social commerce marketplace are divided into consumer, supplier, and seller. This study tried to figure out the relationship among SNS satisfaction, Social Commerce Reliability and Continuous Usage. Based on the results of empirical analysis, we suggests business strategy for social commerce companies. The results of this study can be summarized that there are structural relationship among SNS attitudes, SNS satisfaction, reliability, and continuous use of social commerce. Concretely, SNS attitudes influence to SNS satisfaction and the SNS satisfaction influence to reliability and continuous use of social commerce.

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