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http://dx.doi.org/10.9716/KITS.2013.12.2.031

An Empirical Study on Individual and Social Commerce Factors Impacting Shopping Value and Intention to Repurchase in Social Commerce and Moderating Effects of Perceived Security  

Kim, Sanghyun (경북대학교 경영학부)
Park, HyunSun (경북대학교 대학원 경영학부)
Publication Information
Journal of Information Technology Services / v.12, no.2, 2013 , pp. 31-53 More about this Journal
Abstract
Web 2.0 has affected existing e-commerce and created a new business model of e-commerce, known as social commerce. Social commerce is a subset of e-commerce using social network services and is emerging as an important platform due to increased popularity of social networking services. This study focuses on analyzing the factors that influence the shopping value and intention to repurchase of social commerce users. Based on prior researches, we develop a research model, including individual characteristics of social commerce users (Collectivism, Price Sensitivity, Impulse Buying) and social commerce characteristics (Cost saving, Product Variety, Shopping Convenience). Furthermore, this study proposed the moderating effect of Perceived Security and the relationship between shopping value and intention to repurchase. To empirically validate, the data were collected from 220 social commerce users. The results indicated that individual characteristics (collectivism, price sensitivity, impulse buying) were positively related to hedonic shopping value. In addition, social commerce characteristics (cost saving, shopping convenience) were positively related to utilitarian value. The shopping value(hedonic and utilitarian) had a significant influence on intention to repurchase. The moderating effects of perceived security also was significant. Lastly, the implications for theory and practice are discussed.
Keywords
Social Commerce; Intention to Repurchase; Hedonic Value; Utilitarian Value; Perceived Security;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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