지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Social commerce is regarded as a kind of e-commerce that utilizes social media. Considering increasing complaints around social commerce market, it is important to see customers’ satisfaction level and intentions to repurchase. In this study, we examine antecedents that affect customers' satisfaction and relationship between satisfaction and intention to repurchase in social commerce market. We also use social media characteristics as moderators between antecedents and customers’ satisfaction. The main results are as follows. First, except site design, most of the intrinsic factors of service quality, such as information, transaction, communication and perceived security had positive effects on customers' satisfaction. Second, all the extrinsic factors of service quality, such as discount rate, constraints, and discrimination had significant impacts on customers' satisfaction. Third, the social media characteristics could not moderate the relationship between service qualities and customers' satisfaction. Fourth, customers' satisfaction had positive effect on the intention to spread through social media. Fifth, customers' satisfaction had positive effect on the intention to repurchase. Social commerce companies need to set up strategies considering the antecedents of customers' satisfaction using these research results. They also need to secure customers that have sustainable purchasing intentions.
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참고문헌 (33)
참고문헌 신청
Assael H. / 1984 / Consumer Behavior and Marketing Action / Kent Publishing Company : 412 ~ 413
Borgida E. / 1977 / The Differential Impact on Abstract vs. Concrete Information on Decision / Journal of Applied Social Psychology 7 : 258 ~ 271
Buttle F. A. / 1988 / Word of Mouth :Understanding and Managing Referral Marketing / Journal of Strategic Marketing 6 : 241 ~ 254
Cronin J. J. / 1992 / Measuring Service Quality: A Reexamination and Extension / Journal of Marketing 56 : 55 ~ 68
Curren M. T. / 1992 / Explanations for Successful and Unsuccessful Marketing Decisions : The Decision Maker's Perspective / Journal of Marketing 56 : 18 ~ 31
Borgida E. / 1977 / The Differential Impact on Abstract vs. Concrete Information on Decision / Journal of Applied Social Psychology 7 : 258 ~ 271
Buttle F. A. / 1988 / Word of Mouth :Understanding and Managing Referral Marketing / Journal of Strategic Marketing 6 : 241 ~ 254
Cronin J. J. / 1992 / Measuring Service Quality: A Reexamination and Extension / Journal of Marketing 56 : 55 ~ 68
Curren M. T. / 1992 / Explanations for Successful and Unsuccessful Marketing Decisions : The Decision Maker's Perspective / Journal of Marketing 56 : 18 ~ 31
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