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The Effects of Characteristics of Social Commerce on Purchase Intention - Focusing on the Moderating Effect of Social Network Service  

Han, Seoh-Young (연세대학교 정보대학원)
Kim, Yong-Won (연세대학교 방송통신정책연구소)
Lee, Bong-Gyou (연세대학교 정보대학원)
Publication Information
Journal of Internet Computing and Services / v.12, no.6, 2011 , pp. 171-187 More about this Journal
Abstract
Due to the vitalization of the smart phones, mobile revolution has been started. The mobile revolution has elevated SNS service, which was once considered as just one of many communication tools, to the single most important communication method as well as diffusion of social commerce. Yet, there has not been an adequate study of the roles of SNS in the domestic social commerce market, which has gotten a lot of spotlights. Therefore, the purpose of this study is to investigate the influence of various characteristics of social commerce that it has an impact on the purchase intension as well as the moderating effects of SNS. For these purposes, this study has drawn up the characteristics of social commerce in cost cutting, impulse buy, social influence, decision support, word of mouth effect and etc. to prove the interaction effect of SNS. The regression analysis showed that the characteristics of all the social commerce are related to the dependent variable. As a result of drawing up the interaction effect of SNS, it has shown that the cost cutting and word of mouth have significant influence in the social commerce diffusion as the usage of SNS increased. In conclusion, the main implication of this study is to provide the basic grounds for social commerce business strategy as it investigated the characteristics of SNS and its relation.
Keywords
Social Commerce; Social Network Service; Cost Cutting; Word of Mouth; Moderating Effect;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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