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http://dx.doi.org/10.9723/jksiis.2019.24.3.039

Effects of Relationship Benefits on Trust, Flow and Customer Loyalty of Social Commerce: Focus of Self - Determination  

Choi, Young-Min (동의대학교 평생교육원)
Kwon, Hyeok-Gi (동의대학교 경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.24, no.3, 2019 , pp. 39-50 More about this Journal
Abstract
Social commerce is a term derived from the fusion of social media and e-commerce. This study aims to classify social commerce benefits as social benefits, confidentiality benefits, economic benefits, and customization benefits based on previous research claims. We also examine the effect of social commerce relationship benefits on trust and flow, and the effect of trust and flow on customer loyalty. Also, we examine how the relationship between trust and customer loyalty, and commitment and customer loyalty varies with self determination. The following are main results of this study. First, social benefits, confidentiality benefits, economic benefits, and customization benefits have significant effects on trust and flow. Second, social commerce trust and flow have a positive effect on customer loyalty. Third, the relationship of social commerce trust, flow, customer loyalty is differ depending on self determination. This study suggests the necessity of differential approach according to self-determination.
Keywords
Social commerce; social benefits; confidentiality benefits; economic benefits; customization benefits; trust; flow; customer loyalty; self-determination;
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