Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Study on the Satisfaction and Repurchase Intention on Social Commerce of University Students

대학생 소비자의 소셜커머스 만족도와 재구매의도에 관한 연구

  • Lee, Kyoung Ok (Dept. of Nutrition and Human Care, Kyungsung University)
  • 이경옥 (경성대학교 이과대학 식품영양건강생활학과)
  • Received : 2012.07.13
  • Accepted : 2012.11.05
  • Published : 2012.12.31
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Abstract

Many social commerce companies are being established and the market for social commerce is also developing quickly. In this study, the utilization, satisfaction, repurchase and recommendation intentions of social commerce consumption were studied, followed by an analysis of different factors that influence repurchase and recommendation intentions. The results of this study are as follows: first, the satisfaction of social commerce products was in the mid-range, with results being consistent across the range of social commerce companies. Secondly, there was a correlation between satisfaction associated with social commerce and repurchase and recommendation intention. Thirdly, there was a correlation between the level of satisfaction and demographic characteristics. Based on the research findings, suggestions are presented for improving consumer policy and education.

Keywords

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