소셜커머스의 구매특성이 고객의 만족과 재구매의도에 미치는 영향

Abstract

최근에는 인터넷 및 정보통신 기술의 확산과 함께 한국과 중국의 소셜커머스 시장은 급속도로 성장하고 있다. 본 연구에서는 소셜커머스의 구매특성이 고객만족도 요인에 영향되는 변수로서 정보품질, 소비자혜택, 거래안전성, 서비스품질, 웹디자인, O2O 등 여섯 가지로 선정하고, 이러한 소셜커머스의 특성이 고객만족에 어떠한 영향을 미치고, 또한 재구매의도에 미치는 영향에 대하여 연구하고자 한다. 관련 선행연구를 검토하여 한국과 중국소비자를 대상으로 실증분석을 실시하였다. 실증분석을 한 결과 한국과 중국의 경우 소비문화의 영향력이 상당히 크기 때문에 동일한 문화권에 속해있지만 구매성향에는 많은 차이가 있는 것으로 나타났다. 따라서 본 연구는 한국과 중국의 소셜커머스 문화적 차이에 대한 비교연구를 통해 소셜커머스 기업의 마케팅 전략적 시사점을 갖는다.|The social commerce market of the Korea and China is growing rapidly with the diffusion of the internet and information technology recently. I select the information quality, consumer benefit, transaction security, service quality, web design, O2O, etc. as the variables which former characteristics of the social commerce influence the factor of customer satisfaction. I’m going to research the influence that the characteristics of social commerce give to the customer satisfaction and the re-purchase intention. I reviewed the related preceding research and implemented the positive analysis of Korean and Chinese consumers. The result of the positive analysis shows that because of the considerably strong clout of the consumption culture, there are many differences in purchasing tendency between Korea and China despite the same cultural area. So, according to the comparative study on cultural differences between Korean and Chinese social commerce, this research has the marketing strategic implication of social commerce companies.; The social commerce market of the Korea and China is growing rapidly with the diffusion of the internet and information technology recently. I select the information quality, consumer benefit, transaction security, service quality, web design, O2O, etc. as the variables which former characteristics of the social commerce influence the factor of customer satisfaction. I’m going to research the influence that the characteristics of social commerce give to the customer satisfaction and the re-purchase intention. I reviewed the related preceding research and implemented the positive analysis of Korean and Chinese consumers. The result of the positive analysis shows that because of the considerably strong clout of the consumption culture, there are many differences in purchasing tendency between Korea and China despite the same cultural area. So, according to the comparative study on cultural differences between Korean and Chinese social commerce, this research has the marketing strategic implication of social commerce companies.