• 한국IT서비스학회지
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• 제12권3호
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• pp.23-37
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• 2013

Social commerce is a subset of e-commerce that involves using social media, and user contributions to assist in the online buying and selling of products and services. Given the rapid growth of social commerce sites such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing decision-making processes in the social commerce environment. This study developed a theoretical model to examine the role of social commerce site's stickiness in customers' repurchasing decision processes. This study identifies price attribute, variety of selection, shopping enjoyment, and anger as the key factors of social commerce site's stickiness. Data collected from 164 users who had more purchasing experiences with social commerce for more than 7 months were empirically tested against the research model. The analysis results indicate that social commerce site's stickiness plays an important role in enhancing customer's purchasing behavior. Moreover, price attribute and shopping enjoyment significantly influence social commerce site's stickiness, whereas anger does not significantly affect consumer purchasing decision-making processes. However, contrary to our expectation, variety of selection negatively influences social commerce site's stickiness. The theoretical and practical implications of the findings are described.

• 패션비즈니스
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• 제12권5호
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• pp.14-23
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• 2008

Recently, our society has been expanding with its consumption of brand products as it is referred to as brand product syndrome. In particular, the trend is that young consumers in 20$\sim$30s prefer the fashion brand product for their wedding. In our study, the lifestyle and shopping tendency of consumers who prefer the fashion brands are found out, and the influence impacted on the intent of repurchase of fashion brand product are clarified through the path analysis with the following outcome. First, for the group factors in life style of the consumers who prefer fashion brand products for wedding, it is shown with the self-advancement type, home striving type, economy striving type, high class brand striving type, and social activity type. Second, as for the factor of shopping tendency of the consumers who prefer fashion brand products for wedding, it appears for the factors of pursuing for enjoyment, pursuing for show off, pursuing for individuality, and pursuing for convenience. And third, when the life style group for high class brand type of consumers goes for shopping for fashion brand for wedding, it displays the shopping tendency for pursuing for enjoyment, pursuing for show off, and pursuing for individuality, and these factors influence the most in the intent to re-purchase of fashion brand goods.

• 유통과학연구
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• 제22권1호
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• pp.13-23
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• 2024

Purpose: Within the ever-changing realm of modern e-commerce, this study delves into the complex effects of factors like performance expectations, ease of use, social influence, favorable conditions, and enjoyment perception on users' intentions and usage patterns in online marketplace apps. The research centres on Tokopedia app users in Denpasar City, encompassing a wide and varied demographic. Methods: Utilizing a non-probability sampling method, 200 participants were selected for extensive data collection through surveys. Subsequent rigorous analysis of the gathered data was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) techniques. Results: This study aims to contribute substantially to theoretical and practical knowledge regarding marketplace app usage. Theoretical contributions involve enhancing the marketing domain, especially in digital marketing, by revealing the intricate factors influencing user conduct in online marketplaces. From a practical standpoint, this research provides valuable insights for entrepreneurs aspiring to join or improve their positions in the Tokopedia app market. Conclusion: Based on the study, we suggest optimising online shopping apps for a more appealing and user-friendly interface. Enhancing the enjoyment and simplicity of finding desired products can prompt heightened usage of online shopping services, thereby reinforcing distribution management strategies and overall market presence.

• 한국IT서비스학회지
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• 제14권3호
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• pp.163-182
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• 2015

The spread of mobile commerce due to popularization of smartphones not only broke down the boundary between online and offline, but also changed the consumer life, and hence brought change of commerce paradigm that creates new demand. The success of innovative information technology such as mobile shopping can be defined as an individual accepting the technology and continuously using it, but the studies on the usage behavior after the acceptance have been done in very restrictively, despite its importance. In this study, in order to empirically investigate the factors that influence the continuance in mobile shopping usage experience and its causal relationship, Social Cognitive Theory and Habit Theory were applied to IS Continuance Model, and the extended IS Continuance Model was suggested and proved. As a result, the usefulness, enjoyment, and self-efficacy perceived in usage experience significantly influence satisfaction, and usefulness, self-efficacy, and satisfaction influence habit. Also, usefulness, self-efficacy, satisfaction, and habit significantly influence continuance intention. This study provides a valuable asset in providing an opportunity to understand the usage behavior of mobile shopping service users after the acceptance, and furthermore proving directionality in improving customer loyalty.

• 유통과학연구
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• 제19권12호
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• pp.71-81
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• 2021

Purpose: This study to seek to answer two research questions in distribution science: what photo decoration cues in online grocery stores could be identified? Could photo decoration cues significantly effect on the affective perception and behavioral intention of consumers? Research design, data, and methodology: his study conducted a laboratory experiment with a 2×2×2 factorial design to validate the proposed research model and test our proposed hypotheses. Research design, data and methodology: Two stages experiments were adopted in this study, among 360 voluntaries who have had an experience of online grocery shopping, 331 valid data had been collected and analyzed using MANOVA and PLS-SEM algorism. Results: (1) both reflective surface and complementary goods layout lead to visual appeal and shopping enjoyment; (2) contrast color usage positively impacts on visual appeal while does not significantly affect shopping enjoyment; (3) consumers' affective responses positively impact attitudes toward product and store which in turn lead to purchase intention and store loyalty. Implications for research and practice are discussed. Conclusions: Using the media richness theory, visual rhetoric theory and visual design literature as the theoretical foundation, the study provides a solid foundation to comprehend the impact of photo design artifacts on consumers' affective responses when online consumers shopping online for fresh grocery.

• 한국컴퓨터정보학회논문지
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• 제10권5호
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• pp.259-270
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• 2005

본 연구에서는 소비자들의 구매행태를 현장방문쇼핑과 재택쇼핑으로 대별하여 소비자들의 구매행태에 따른 구매요인별 중요도를 AHP기법을 이용하여 평가해 보고자 하였다. 이를 위하여 소비자들의 구매요인을 1단계에서는 제품관련 요인, 구매편리성에 관한 요인, 구매에 따른 소비자 위험에 관한 요인, 구매 활동시 즐거움에 관한 요인으로 분류하고, 각 요인별로 세부요인을 설정하여 총 22개의 세부요인에 대한 중요도 산출을 위하여 설문조사를 실시하였다. 본 연구에서는 응답자를 구매행태에 따라 재택쇼핑 경험이 있는 집단과 없는 집단, 재택쇼핑 경험이 많은 집단과 적은 집단, 재택쇼핑 방식으로 TV재택쇼핑 방식을 이용하는 집단과 인터넷 재택쇼핑 방식을 이용하는 집단으로 분류하여 각 집단별 구매요인의 중요도를 산출하여 실물시장과 재택쇼핑시장의 경쟁전략 수립에 지침을 제공하고자 하였다. 분석 결과 집단별로 구매요인별 중요도에 차이가 존재하는 것으로 평가되었으며, 이러한 결과는 기업의 다양한 고객요구 충족을 위한 경쟁전략 수립의 기초로서 활용되어질 수 있을 것이다.

• 복식문화연구
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• 제24권1호
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• pp.79-92
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• 2016

The purpose of this study is to investigate the differences in fashion shopping orientation and perceived value according to the level of use of mobile fashion shopping. Furthermore, the effect of fashion shopping orientation on perceived value was analyzed. To estimate the level of use of mobile fashion shopping, respondents were classified into four different groups in terms of their frequency of buying fashion products and the period for which they had bought fashion products. The survey was limited to adults aged 20-40 years who had purchased fashion products in a mobile shopping mall. The questionnaire was carried out from April 15, 2015 to April 22, 2015 and 430 sets of useful response data were analyzed using SPSS 17.0. The results of this study were as follows: First, fashion shopping orientation for mobile shopping consumers was divided into four factors as follows: convenience/economic shopping, ostentation/trend shopping, enjoyment shopping, and impulse shopping. Second, there was a significant difference in all the fashion shopping orientation factors except for convenience/economic shopping according to each classified group: short/few, long/few, short/many, and long/many. In addition, there was a significant difference in perceived value according to each group. Third, all the fashion shopping orientation factors except for impulse shopping had a significant influence on perceived value. Fourth, fashion shopping orientation factors had a slightly significant influence on the perceived value according to each group.

• Journal of the Korean Data and Information Science Society
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• 제19권3호
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• pp.775-788
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• 2008

In this study, the consumers were classified into Risk Avoidance Group, Enjoyment and Economy Group, Low Involving Group and High Involving Group by shopping propensity of the consumers and investigated the difference in their evaluation criteria and purchasing intention. The samples used in this study are 214 university students in Busan area who visited the internet shopping mall or had an experience to buy clothes through an internet. The purpose of this study is to identify how the internet university students' clothes shopping propensity and demographical factors affect the evaluation criteria and purchasing intention for clothes. And based on the results, the implications for internet clothes shopping mall are suggested and post research subject is provided as well.

• 산경연구논집
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• 제14권12호
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• pp.11-21
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• 2023

Purpose: This study aims to investigate the impact of mobile shopping app components on shopping flow and the continuous usage intention of the shopping apps in the rapidly growing mobile market facilitated by advancements in the mobile environment. Research Methodology: A survey was conducted, targeting users aged 20 and older with experience in using mobile shopping apps. The responses of 456 participants were analyzed through frequency analysis, exploratory factor analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling. Results: The study found that within the components of mobile shopping apps, enjoyment significantly impacted both shopping flow and the continuous usage intention of shopping apps. The diversity of product assortment had a significant effect only on shopping flow. The usefulness and ease of use influenced on the intention to continue using shopping apps. Conclusions: Based on the findings, it is recommended that shopping app operators try to identify essential components for stimulating user interest and engagement when developing or modifying apps. Additionally, a diverse range of products enhances the shopping experience and drives spontaneous purchases. Furthermore, providing an easy interface and minimizing the effort required, this experience can enhance user perception of its value and sustain consumers' continuous usage intention of the shopping app.

• 한국정보시스템학회지:정보시스템연구
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• 제15권4호
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• pp.55-72
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• 2006

The total market capacities of our domestic on-line shopping malls had reached over one billion wons in 2005. They are also estimated to reach 1.8 billion wons in 2008. In order to reveal some relationships between six antecedent variables and intention-to-use of online shooing malls, this study has extended the original TAM2 model using these variables obtained from (1) perceived usefulness and perceived ease of use from TAM2 model, (2) compatibility from IDT theory, (3) perceived enjoyment from Flow theory, and (4) others (perceived risk and self efficacy). Two statistical packages such as SPSS 12.0 and Lirel 8.70 were used for data analyses. Among these seven proposed hypotheses, six hypotheses were accepted while one hypothesis regarding perceived risk was rejected. As perceived risk hypothesis concerning the intention-to-use was rejected, the perceived risk did not show the support of the intention-to-use.