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.

기술수용요인과 사회적 영향력이 소셜 커머스 사용에 미치는 영향에 관한 연구

임철 아시아.유럽미래학회 2013 유라시아연구 Vol.10 No.1

The social commerce is a type of electronic commerce using social network service, which combines social media with e-commerce. This study investigates how technology acceptance and social influence factors have an influence on social commerce usage. The technology acceptance factors include the perceived usefulness and ease of use, and social influence factors include the subjective norm and social relationship. In order to analyze the study empirically we collected 355 data from college ages living in Busan city and analyzed it using PLS (Partial Least Squares) of structured equation models. The findings in this study are as follows. The first finding shows that the perceived usefulness and ease of use, bonding relationship, and subjective norm have a statistically significant effect on the intention to use social commerce, but bridging relationship has not. The perceived usefulness of these factors has the greatest influence and then subjective norm in order. Hence, social commerce manager should provide useful value to customers, make social relationship strong in the community, and build social identity in the community to enhance the intention to use social commerce. The second finding demonstrates that the perceived usefulness and subjective norm have a direct significant effect on the social commerce continuance, but bridging and bonding relationship have not. We found that the bridging and bonding relationship have no direct effect on the social commerce continuance, but setting subjective norm with strong and weak social relationship improve the continuous use of social commerce. The useful value to customers in social commerce also is important factor in the social commerce continuance. Therefore, the study suggests that social commerce managers should implement the programs to provide useful value and trust with customers and put an advertisement and public relationship to make subjective norm through strong or weak social relationship among customers. This study provides much contribution, but has some limitations. The sample was limited to 20th ages in Busan city and the generalization of the results was difficult. In the future, it would be interesting to focus on an overall ages and area and analyze theirs difference. Secondly, we use PLS as structural equation model for exploratory study. We need to consider a method for more elaborate empirical study. Thirdly, this study focuses overall customers. This can overlook individual attributes of customers. Therefore, we will take individual attributes of customers in acceptance level of social commerce.

소셜커머스 수용에 있어서 지각된 위험의 영향력

노미진(Mi Jin Noh),이경탁(Kyung Tag Lee) 한국경영학회 2012 경영학연구 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.

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.

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'...

한,중 소비자의 소셜커머스 이용 불평행동 및 재구매의도에 관한 연구

주혁균 ( Yi Jun Zhou ),류미현 ( Mi Hyun Ryu ),이승신 ( Seung Sin Lee ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

Social Commerce market already has rapid grown and got strong spread for consumers` behavior in South Korea for consumption behavior. Aslo many consumers in China has almost same phenomenon in using social commerce near from big city. However, more problems such as service quality decline and consumers` complaints occurred as commerce market grows both in South Korea and China. This paper is related consumers` behavior using social commerce market. It reviews situation and explanation of current social commerce market both in South Korea and China. Consumers` dissatisfaction, complaints, repurchase intention were examined. This research especially focused for analyzing the differences for consumers` between South Korea and China. Survey using questionnaire was designed and conducted in October 6th -25th, 2011 for this study. The questionnaire were delivered to 20s` and 30s` South Korean and Chinese consumers through Internet. The total number of 382 consumers were used for this research. The survey was conducted Beijing, Xinjiang, Hebei and Shanghai in China. In South Korea, quesionnaire were delivered in districts Seoul, Inechon, Kangwando. The major findings of this research were as follows: First, Chinese consumers have more frequently visit, more purchasing behavior, more diverse items purchased were shown in social commerce than South Korean consumers. The level of dissatisfaction for social commerce was found higher in Chinese consumers. This result is supposed to be caused by larger rapid growth in internet shopping, home shopping. Second, Chinese consumers were reported to be more satisfied with social commerce than S. Korean ones, and this disparity is significant. Third, Chinese consumers committed more complaining behaviors than consumers in South Korea. This difference was verified to be significant. It is supposed that is caused lack of legal regulation on social commerce market in China, compared to South Korea. Fourth, Social Commerce consumer repurchase intentions were higher for consumers in China compare to South Korea. The number of purchases, number of visits per month were affect repurchase behavior in social commerce both in South Korean and Chinese consumers. Based on findings, this study propose some suggestions on improving consumer policy and education. First, because South Korean electronic trade is comparatively more developed and more policy-ruled than China, Related legal laws and regulations for consumer protection are insufficient in China, yet. As the market rapidly develop, more diverse, severe problems will arise. I is necessary for formulating related policies and laws especially in social commere market for protecting consumers. Second, it is necessary giving consumer education for consumers related electroing transaction because of rapid growth and professional knowledge for using social commerce. It is strongly recommended to express complaints through several channels such as company, non-government organization, government. Also it is necessary to educate consumers for dealing with dissatisfaction and resolve the problems.

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

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.

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.

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