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http://dx.doi.org/10.5934/KJHE.2012.21.6.1111

A Study on the Satisfaction and Repurchase Intention on Social Commerce of University Students  

Lee, Kyoung Ok (Dept. of Nutrition and Human Care, Kyungsung University)
Publication Information
Korean Journal of Human Ecology / v.21, no.6, 2012 , pp. 1111-1128 More about this Journal
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
social commerce; utilization; satisfaction; repurchase intention; recommendation intention;
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