왜 SNS를 통해서 해외 상품을 구매하는가? : 태국인 트위터 사용자들의 구매채널 선호 결정요인

다국어 초록 (Multilingual Abstract)

Due to the rapid growth of e-commerce and Social Networking Service, people using their social media account selling and buying goods and services, called 'social-commerce', is increasing even rapidly after the COVID-19 pandemic. Thai consumers mostly take parts in social commerce, selling and buying either domestic and foreign goods, though popular SNS platforms: Facebook and Twitter. Furthermore, one of the most popular business models for foreign product transaction is ‘pre-order’ model, which sellers do not stock products but manage to order products after receiving purchases from customers. This transactional process is widely presented in Twitter platform which includes pre-ordering products from South Korea.

Thus, focusing on Twitter platform, this study divided SNS superiorities into four categories: seller superiority (trustworthiness and delivery service), product superiority (product variety and economic benefit), platform superiority (brevity), and communication superiority (online service), as well as examined the reason why Thai consumers prefer to purchase foreign products by pre-order through SNS platform than official and credible online shopping platforms such as Shopee.

This study consists of 2 experiments. Experiment 1 was designed to examine the effects of relative SNS superiorities on relative preference, and the moderating effects of product involvement on the relationships between SNS superiorities and relative preference. On the other hand, experiment 2 was designed to investigate the consumers' attitude toward the role of SNS and the difference between purchase intention.
The results of experiment 1 show that consumers' relative preference on SNS was significantly higher when they perceived that seller superiority, product superiority and platform superiority are higher than online shopping platforms. And the effect of seller superiority on relative preference was strengthened when product involvement was high. In contrast, the effect of communication superiority on relative preference was weakened when product involvement was high.

While the results of experiment 2 show that even though online shopping platforms use Twitter as a marketing communication channel to reach the equivalent level of brevity, consumers’ purchase intention level in those platforms was lower compared to the case that all of purchase processes can be conveniently completed in Twitter. In other words, consumers see SNS platform as purchase channel, not marketing communication channel.

The results of this study have theoretical significance in contributing to research fields related to social commerce, foreign products while, also provide practical implications for managers in online shopping platforms and digital marketing fields, and developers.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구 배경 및 연구 목적 1
• 1.1.1 연구 배경 및 필요성 1
• 1.1.2 연구 목적 7
• 제2절 연구 구성 7
• 제 2 장 이론적 배경 9
• 제 1 절 SNS와 소셜커머스의 정의 9
• 제 2절 온라인 쇼핑 플랫폼과 소셜커머스 10
• 제 3 절 SNS와 소셜커머스의 특성 12
• 2.2.1 판매자 우수성 요인 15
• 2.2.2 커뮤니케이션 우수성 요인 20
• 2.2.3 상품 제공의 우수성 요인 23
• 2.2.4 플랫폼 우수성 요인 29
• 제 4 절 상품 관여도 32
• 제 5 절 선호도 35
• 제 3 장 연구 가설 및 연구 모형 39
• 제 1 절 연구 가설의 설정 39
• 3.1.1 SNS의 우수성 요인과 상대적 선호도 39
• 3.1.2 SNS의 커뮤니케이션 기능 vs. 상거래 기능 51
• 제 2 절 연구 모형 53
• 제 4 장 실증 분석 55
• 제 1 절 실험1 55
• 4.1.1 변수의 조작적 정의 및 측정도구 55
• 4.1.2 연구 절차 및 분석 방법 57
• 4.1.3분석결과 59
• 제 2 절 실험2 74
• 4.2.1 변수의 조작적 정의 및 측정도구 74
• 4.2.2 연구 절차 및 분석 방법 74
• 4.2.3분석 결과 76
• 제 5 장 결론 83
• 제 1 절 결과 요약 83
• 제 2 절 시사점 87
• 5.2.1이론적 시사점 87
• 5.2.2 실무적 시사점 88
• 제 3 절 연구 한계점 및 향후 연구 방향 90
• 참고문헌 92
• 부록1 실험 1 110
• 부록2 실험 2 116
• ABSTRACT 121