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소셜 커머스 고객 만족에 영향을 미치는 요인에 관한 연구

Title
소셜 커머스 고객 만족에 영향을 미치는 요인에 관한 연구
Author
이상용
Keywords
Social Commerce; Social Media; Service Quality; Repurchasing Intention
Issue Date
2014-06
Publisher
한국지식경영학회
Citation
지식경영연구,15(2),p.165, 18 p.
Abstract
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.
URI
http://kiss.kstudy.com/thesis/thesis-view.asp?key=3251589http://hdl.handle.net/20.500.11754/54479
ISSN
1229-9553
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > ETC
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