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http://dx.doi.org/10.14400/JDC.2018.16.8.089

The Effects of Mobile Social Commerce Characteristics on the Purchase Intention -Focusing on the Mediating Effects of Shopping Values-  

Choi, Beet-Na (Dept. of Business Administration, Anyang University)
Han, Kyung-Il (Dept. of Business Administration, Anyang University)
Publication Information
Journal of Digital Convergence / v.16, no.8, 2018 , pp. 89-98 More about this Journal
Abstract
The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.
Keywords
Mobile; Mobile Social Commerce Characteristics; Shopping Values; Purchase Intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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