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http://dx.doi.org/10.14400/JDC.2016.14.9.149

The Effect of motives and benefits and loss factors of social commerce on the product purchase satisfaction  

Lee, Sang-Min (Dept. of Advertising and Marketing, Baekseok Culture University)
Publication Information
Journal of Digital Convergence / v.14, no.9, 2016 , pp. 149-158 More about this Journal
Abstract
Recently social commerce has become an issue in E-commerce. It was made in purpose to seek the satisfaction of consumers plan to shop attempts to boost use of social commerce. Social commerce motives and benefits and loss factors are examined the impact of purchase satisfaction. Statistical analysis was performed using the multiple regression analysis. The results were as follows. First, economic incentives and hedonic motivations and opportunistic motivation factor had a significant effect on purchase satisfaction. Second, the benefits are psychological factors and price benefits had a significant effect on purchase satisfaction. Third, the more it feels less sense when using social commerce and economic losses, as used to feel less discomfort were higher purchase satisfaction. Finally, it was confirmed that the greater the relative benefit factors influence than the loss factor. This study is significant in that it provided meaningful data from the viewpoint of a consumer who uses social commerce sites.
Keywords
Social Commerce; Use Motivation; Benefits Factor; Loss Factor; Purchase Satisfaction;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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