Human Ecology Research

  • 제53권3호
  • /
  • Pages.293-307
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  • 2015
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  • 2982-5725(pISSN)
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  • 2982-6608(eISSN)
대한가정학회 (The Korean Home Economics Association)
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소비자 혁신력이 소셜커머스 이용만족도에 미치는 영향

Effect of Consumer Innovativeness on the Satisfaction with Social Commerce Use

  • 이승신 (건국대학교 소비자정보학과)
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • 투고 : 2014.09.16
  • 심사 : 2015.01.27
  • 발행 : 2015.06.30
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초록

Social commerce has a large impact on the emergence of the concept of society and individual lives that is recognized as one of the most important business areas in the Internet environment. A marketing agency, Trend Monitor (http://www.trendmonitor.co.kr), conducted a survey on social commerce usage and satisfaction level; subsequently, we used survey result data from 221 adult males and females for our research sample. Data analyses were conducted by reliability test, confirmatory factor analysis, t -test or one-way analysis of variance, and structural equation model (SEM) with IMB SPSS ver. 21.0 and ver. AMOS ver. 21.0. This study focused on multi-dimensional consumer innovativeness and found three elements of acceptability, competence, and distribution. Empirical verification through SEM presented data that suggests the three consumer innovativeness factors have a direct positive effect on social commerce that causes factors to indirectly affect satisfaction levels. This study indicated that the main consumption patterns in modern society take advantage of social commerce and satisfaction by improving a market economy to promote restoration. First, this study considers consumer innovativeness to have three factors. Secondly, research results help to understand relations between consumer innovativeness, use and satisfaction with social commerce that can help the social commerce industry establish effective market strategies through consumer innovativeness. The conclusion discusses implications for academic research and marketing strategies.

키워드

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피인용 문헌

  1. Effects of Innate Innovativeness and Product Interest on Product-Specific Consumer Innovativeness vol.56, pp.2, 2018, https://doi.org/10.6115/fer.2018.013
  2. Consumer Buying Behavior and Satisfaction in Electronic Commerce - Focused on the Comparison of Social Commerce and Other Forms of Electronic Commerce - vol.18, pp.4, 2015, https://doi.org/10.17053/jcc.2015.18.4.007