소셜커머스의 소비자 컨텍스트를 기반한 비즈니스모델 설계

Abstract

Internet users` desire to share shopping experiences has resulted in the appearance of the paradigm shift called social commerce, which combines social media with commerce. However, while foreign market realizes social commerce in a various way, current domestic social commerce market still seems to be highly filled with social shopping sites offering 50 percent discount, thus causing concerns about market distortion from a cutthroat competition. In order to overcome the limitations of social commerce remaining in the early stage, and to enhance the communication among consumers, this study conducted an empirical study on the social-commerce business models design based on context. The results of the study brought the imaginary, optimal combination model by conjoint analysis, using the segmented group through cluster analysis. To overcome the uniformity of social commerce and to enhance communication among consumers, the context-based optimal combination model should be proposed as the alternative social commerce business model in the domestic market which remains as a simple group-purchase function. Furthermore, this study will be used as an informative reference designing customer oriented service model for social commerce business.