Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Customer Satisfaction and Re-Purchase Intention on Characteristics of Social Shopping

소셜쇼핑의 특징이 고객만족 및 재구매의도에 미치는 영향

  • Gu, Seung-Hwan (Department of Industrial & Information Systems Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Wang, Ping (Department of Industrial & Information Systems Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Jang, Seong Yong (Department of Industrial & Information Systems Engineering, Seoul National University of Science and Technology)
  • 구승환 (서울과학기술대학교 IT정책전문대학원) ;
  • 왕핑 (서울과학기술대학교 IT정책전문대학원) ;
  • 장성용 (서울과학기술대학교 글로벌융합산업공학과)
  • Received : 2013.11.26
  • Accepted : 2014.04.10
  • Published : 2014.04.30
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Abstract

This paper redefines the concept of social shopping as the part of social commerce and identifies the significant factors to the customer satisfaction and repurchase intention for the social shopping using the factor analysis based on the selected elements from the previous research results. Structural equation modeling(SEM) result shows that 3 significant factors to the customer satisfaction are price, convenience of web site use and fun. But Security, reliability, diversity did not affect significantly satisfactorily. From the resulting factors to the customer satisfaction, users of social shopping seems to be satisfied with site entertainment like looking around and comparison shopping. The main purpose of visiting social shopping sites is considered as not only purchase of goods or services but also entertainment in the community and cyberspace. The results of this study, it provides an indication of the aspects of marketing that can be used in social shopping practice.

본 연구는 소셜커머스 중 하나인 소셜쇼핑을 재정의하고, 온라인쇼핑몰, 오픈마켓 관련 선행연구 고찰에 의거하여 도출한 소셜쇼핑의 특징이 고객만족과 재구매의도에 어떠한 영향을 미치는지에 대해 살펴보는 것을 목적으로 하고 있다. 구조방정식 모형을 통해 도출된 연구결과를 살펴보면, 편리성, 오락성, 상호작용성은 만족에 유의한 영향을 미치는 것으로 나타났으나, 보안, 신뢰성, 다양성은 만족에 유의한 영향을 주고 있지 않았다. 고객의 만족도에 영향을 미치는 요인을 살펴보면 소셜쇼핑은 일반 온라인 쇼핑몰과는 다르게 사이트에서 보고 즐기고 가격도 비교해보는 시간 자체에서 만족감을 느낀다고 볼 수 있다. 즉, 소셜쇼핑의 방문 목적은 구매자체가 아닌 일종의 커뮤니티 및 쇼핑이 어우러진 공간의 개념이라고 볼 수 있을 것이다. 본 연구 결과는 소셜쇼핑 실무에서 사용할 수 있는 마케팅 측면의 시사점을 제공하고 있다.

Keywords

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