Browse > Article
http://dx.doi.org/10.5859/KAIS.2013.22.2.1

Social Group Factors Impacting the Customer Satisfaction, Trust and Intention to Re-purchase in Social Commerce and the Moderating Effects of Utilitarian Value  

Kim, Sang-Hyun (경북대학교 경영학부)
Park, Hyun-Sun (경북대학교 경영학부 대학원)
Publication Information
The Journal of Information Systems / v.22, no.2, 2013 , pp. 1-24 More about this Journal
Abstract
The main purpose of this study is to understand how the characteristics of social network services' social group can impact customer satisfaction, trust and repurchase intention. For this, this study extracts five social group factors(word of mouth effect, social interaction, collectivism, variety seeking, information seeking) based on relevant literature reviews. In addition, the study examines the moderating effects of utilitarian value on the relationships between customer satisfaction and trust and intention to repurchase. The proposed model of this study is empirically tested using survey data collected from 220 social commerce users. The results indicated that social group factors except social interaction were positively related to customer satisfaction. In addition, social group factors except social interaction and information seeking were positively related to trust. The results also showed that customer satisfaction and trust had a significant influence on intention to repurchase. The moderating effects of utilitarian value also was significant. The results of this study presented the strategic implications for social commerce firms.
Keywords
Social Commerce; Customer Satisfaction; Trust; Utilitarian Value; Intention to Repurchase;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 McKnight, D. H., Cummings, L. L. and Chervany, N. L. "Initial Trust Formation in New Organization Relationships," Academy of Management Review, Vol.23, No.3, 1998, pp.473-490.
2 Moorman, C., Deshpande, R. and Zaltman, G., "Factors Affecting Trust in Market Research Relationships," Journal of Marketing, Vol.57, No.1, 1993, pp.81-101.   DOI   ScienceOn
3 Nunnally, J. C., Psychometric theory, New York: McGraw Hill. 1978.
4 Oliver, R., "Measurement and Evaluation of Satisfaction Process in Retail Setting," Journal of Retailing, Vol.57, No.3, 1981, pp.25-48.
5 Olsen, S. O.. "Comparative Evaluation and the Relationship between Quality, Satisfaction, and Repurchase Loyalty," Journal of the Academy of Marketing Science, Vol.30, No.3, 2002, pp.240-249.   DOI
6 Ozdemir, V. E. and Hewett, K., "The Effect of Collectivism on the Importance of Relationship Quality and Service Quality for Behavioral Intentions: A Cross-National and Cross-Contextual Analysis," Journal of International Marketing, Vol.18, No.1, 2010, pp.41-62.
7 Shankar, V., Smith, A. K. and Rangaswamy, A., "Customer Satisfaction and Loyalty in Online and Offline Environments," International Journal of Research in Marketing, Vol.20, No.2, 2003, pp.153-175.   DOI   ScienceOn
8 Urban, G. L., Sultan, F. and Qualls, W. J., "Placing Trust at the Center of Your Internet Strategy," Sloan Management Review, Vol.42, No.1, 2000, pp.39-48.
9 Yoo, Y. and Alavi, M., "Media and Group Cohesion: Relative influences on social presence, task participation, and group consensus," MIS Quarterly, Vol.25, No.3, 2001, pp.371-390.   DOI   ScienceOn
10 Zeithaml., V. A., "Consumer Perceptions of Price, Quality, Value: A Means-End Model Synthesis of Evidence," Journal of Marketing, Vol.52, No.3, 1988, pp.68-123.   DOI   ScienceOn
11 서수석, 이종호, "소셜네트워크의 구조와 관계가 소셜커머스 사이트의 구매의도에 미치는 영향," e-비즈니스연구, 제12권, 제 3호, 2011, pp.105-125.
12 공영일, "데일리 딜 서비스 시장동향과 전망," 방송통신정책, 제22권, 제18호, 2010, pp.65-74.
13 김국선, 이종호, "소셜커머스의 만족도와 재구매의도에 영향을 미치는 서비스품질요인," 한국콘텐츠학회논문지, 제12권, 제 3호, 2012, pp.311-321.   과학기술학회마을   DOI   ScienceOn
14 Holbrook, M. B. and Hirschman, E. C., "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Vol.9, No.2, 1982, pp.132-140.   DOI   ScienceOn
15 Jarvenpaa, S. L. and Todd, P. A., "Consumer Reactions to Electronic Shopping on the World Wide Web," International Journal of Electronic Commerce, Vol.1, No.2, 1997, pp.59-88.
16 Kim, B. and Oh, J., "The Difference of Determinants of Acceptance and Continuance of Mobile Data Services: A Value Perspective," Expert Systems with Applications, Vol.38, No.3, 2011, pp.1798-1804.   DOI   ScienceOn
17 Kuan, H. H. and Bock, G. W., "Trust Transference in Brick and Click Retailer: An Investigation of the Before-Online Visit Phase," Information & Management, Vol.44, No.2, 2007, pp.175-187.   DOI   ScienceOn
18 Mayer, R. C., Davis, J. H. and Schoorman, D., "An Integrative Model of Organizational Trust," Academy of Management Review, Vol.20, No.3, 1995, pp.709-734.
19 Lai, F., Griffin, M. and Babin, B. J., "How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese Telecom," Journal of Business Research, Vol.62, No.10, 2009, pp.980-986.   DOI   ScienceOn
20 Liang, T. P., Ho, Y. T., Li, Y. W. and Turban, E., "What Drives Social Commerce: The Role of Social Support and Relationship Quality," International Journal of Electronic Commerce, Vol.16, No.2, 2011, pp.69-90.   DOI   ScienceOn
21 Marsden, P., Social Commerce: Monetizing Social Media, Syzygy Group, 2011.
22 한상린, 성형석, "온라인 공동구매에서의 구매동기와 태도에 관한 연구," 마케팅연구, 제21권, 제1호, 2006, pp.119-150.
23 이주민, "온라인 쇼핑몰에서 기업과 고객들의 차별화된 정보만족과 신뢰의 구분이 로열티에 미치는 영향," 정보시스템연구, 제19권, 제3호, 2010, pp.13-34.   과학기술학회마을
24 서우종, 서창수, 홍진원, 소충립, "중국 인터넷쇼 핑몰의 품질과 구매의도 사이에서 만족과 신뢰의 매개효과에 관한 실증분석," e-비즈니스연구, 제8권, 제2호, 2007, pp.33-59.
25 안광훈, 한상호, 정남호, 이용기, "소셜커머스 고객의 신뢰, 만족, 그리고 충성도의 구조 적 관계: 소셜커머스 사업자를 중심으로," 상품학연구, 제30권, 제1호, 2012, pp.145-161.
26 이경탁, 구동모, 노미진, "소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향," 한국마케팅저널, 제13권, 제3호, 2011, pp.135-161.
27 이명수, 박종희, 김도일, "인터넷상에서 지각된 플로우와 실용적 가치가 구매의도에 미치는 영향에 관한 탐색적 연구", 마케팅관리연구, 제6권, 제1호, 2001, pp.61-84.
28 이은진, 홍병숙, "인터넷 쇼핑에서의 플로우 경험과 실용적 가치 지각이 패션상품 구매의도에 미치는 영향," 한국의류학회지, 제30권, 제8호, 2006, pp.1188-1198.   과학기술학회마을
29 김윤화, 소셜커머스 시장현황 및 정책이슈, 정보통신정책연구원, 2011
30 김성언, "인터넷 쇼핑몰 구매경험자들의 고객만족도에 영향을 미치는 요인," 정보시스템연구, 제17권, 제2호, 2008, pp.27-47.   과학기술학회마을   DOI   ScienceOn
31 김철환, "소셜커머스, 누구냐 넌?," 광고계동향, 2010, pp.41-43.
32 노미진, 이경탁, "소셜커머스 수용에 있어서 지각된 위험의 영향력: 집단주의 조절효과 분석," 경영학연구, 제41권, 제1호, 2012, pp.57-87.
33 박경자, 장희영, 노희옥, "온라인 정보원천이 인터넷 쇼핑몰 소비자만족에 미치는 영향," 정보시스템연구, 제20권, 제1호, 2011, pp.21-40   과학기술학회마을   DOI   ScienceOn
34 박준철, 이웅규, 윤태석, "전자상거래 이용 소비자의 개인적 성향이 인터넷 공동구매태도와 의도에 미치는 영향," 경영학연구, 제31권, 제3호, 2002, pp.769-786.
35 Chang, E. and Tseng, Y., "Research Note: E-store Image, Perceived Value and Perceived Risk," Journal of Business Research, In Press, 2011.
36 Cohen, J., "A Power Primer," Psychological Bulletin, Vol.112, No.1, 1992, pp.155-159.   DOI
37 Engel, J. F. and Blackwell, R. D., Consumer Behavior, New York: Holt, Rinehart, and Winston, 1982.
38 Fang, Y., Chiu, C. and Wang, E. T. G., "Understanding Customers' Satisfaction and Repurchase Intention: An Integration of IS Success Model, Trust, and Justice," Internet Research, Vol.21, No.4, 2011, pp.479-503.   DOI   ScienceOn
39 한서형, 김용원, 이봉규, "국내 소셜커머스의 특성이 구매의도에 미치는 영향," 한국인터넷정보학회, 제12권, 제6호, 2011, pp.171-187.   과학기술학회마을
40 Babin, B. J., Darden, W. R. and Griffin, M., "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Vol.20, No.4, 1994, pp.644-656.   DOI   ScienceOn
41 조완준, 서종현, "SNS(Social Networking Service)에서 관계효익이 e-Loyalty에 미치는 영향(소셜커머스에서 만족과 신뢰를 매개역할로)," 유통경영학회지, 제 15권, 제1호, 2012, pp.73-86.
42 Baron, R.M., and Kenny, D.A., "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statical Considerations," Journal of Personality and Social Psychology, Vol.51, No.6, pp.1173-1182.
43 Batra, R., and Ahtola, O. T., "Measuring the Hedonic and Utilitarian Source of Consumer Attitudes," Marketing Letters, Vol.2, No.2, 1990, pp.159-170.
44 Bradach, J. L. and Eccles, R. G., "Price, Authority, and Trust: From Ideal Types to Plural Forms," Annual Review of Sociology, Vol.15, No.1, 1989, pp.97-118.   DOI   ScienceOn
45 조현진, "쇼핑가치가 관계의 질과 행동의도에 미치는 영향 -인터넷 쇼핑을 중심으로," 마케팅관리연구, 제14권, 제4호, 2009, pp.1-18.
46 한국정보화진흥원, IT & Future Strategy: 소셜커머스의 부상과 향후전망, 제15호, 2010.
47 Ha, J. and Jang, S., "Perceived Values, Satisfaction, and Behavioral Intentions: The Role of Familiarity in Korean Restaurants," International Journal of Hospitality Management, Vol.29, No.1, 2010, pp.2-13.   DOI   ScienceOn
48 Fornell, C. and Larcker, D. F., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," Journal of Marketing Research, Vol.18, No.1, 1981, pp.39-50.   DOI   ScienceOn
49 Gefen, D., "E-commerce: The Roles of Familiarity and Trust," Omega, Vol.28, No.6, 2000, pp.725-737.   DOI   ScienceOn
50 George, C. and Nina, M., "Shopping Motives as Antecedents of E-satisfaction and E-loyalty," Journal of Marketing Management, Vol.27, No.1-2, 2011, pp.181-197.
51 Hajli, M., "Social Commerce: The Role of Trust," Proceedings of the 18th Americas Conference on Information Systems, August, 2012.