소셜커머스에서 사이트 밀착도의 역할과 선행 요인에 관한 연구

Abstract

Abstract http://dx.doi.org/10.9716/KITS.2013.12.3.023 논문투고일：2013년 03월 05일 논문수정완료일：2013년 09월 10일 논문게재확정일：2013년 09월 16일* 본 논문은 2013년도 서울여자대학교 교내학술특별연구비의 지원을 받았음.** 서울여자대학교 사회과학대학 경영학과 조교수Social commerce is a subset of e-commerce that involves using s ocial media, and user contributions to assist in the online buying and selling of products and services. Given the rapid growth of social commerce sites such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing decision-making processes in the social commerce environment. This study develo ped a theoretical model to examine the role of social commerce site's stickiness in customers' repurchasing decision processes. This study identifies price attribute, variety of selection, shopping enjoyment, and anger as the key factors of social commerce site's stickiness. Data collected from 164 users who had more purchasing experiences with social commerce for more than 7 months were empirically tested against the research model. The analysis results indicate that social commerce site's stickiness plays an important role in enhancing customer's purchasing behavior. Moreover, price attribute and shopping enjoyment significantly influence social commerce site's stickiness, whereas anger does not significantly affect consumer purchasing decision-making processes. However, contrary to our expectation, variety of selection negatively influences social commerce site's stickiness. The theoretical and practica l implications of the findings are described.