The Effect of Characteristics of Social Commerce on Repurchase Intention

Abstract

With the fast development of the internet, more and more consumers tend to enjoy online shopping. As a special kind of online shopping, social commerce (SC) plays an important role in e-commerce all around the world. This paper analysis the purchase intention of the consumers in China and Korea based on the data of survey. We present the six characteristics of SC such as and analysis the Price Perception, Usability, Information Sharing, Scarcity, Perceived Security and Interactivity by using SPSS. Based on the research, the results in China and Korea are different. In Full-model and Korea-model, The Characteristics of Social Commerce is positively related to Repurchase Intention, but in China-model, Price Perception and Interactivity was rejected, Form the result of T-test, Scarcity plays the most important role in Korea to influence the purchase intendancy, while it is usability which is the most important in China. The research of this paper has advantage to promote the SC market healthily and offer a full introduction for the companies which tends to develop global SC market.