Abstract
The main characteristic of social commerce is a significantly discounted price for a product or service. This may contribute to the satisfaction of social commerce users, but discriminatory treatment because a customer uses the discount can be a source of dissatisfaction. Perceived risk due to the uncertainty of social commerce may also inhibit satisfaction. The purpose of this study was to identify what influences satisfaction in consumers who purchase restaurant products through social commerce, including consumer innovation, product innovation, perceived risk, and discriminatory experience. A total of 384 respondents who shopped for restaurant deals using social commerce participated through online survey. Chinese tourists who visited Korea participated. Discrimination due to using discounts had the greatest influence on satisfaction among social commerce users. Also, as perceived risk declined, awareness of the innovations in products contributed to higher satisfaction in purchasing restaurant products through social commerce. The managerial implications are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
