• Journal of the Korean Operations Research and Management Science Society
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• v.38 no.2
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• pp.117-139
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• 2013

Due to the recent development of SNS(Social Network Service) which is represented by Twitter and Facebook, social commerce market which combines on-line shopping mall and SNS is expanding. With increasing speed of its market, this study is to focus on detecting the crucial variables promoting the use intention, which results in the sustainable competitive advantage in social commerce market. This research empirically analyzed the use intention of social commerce. Also, this study explores the moderating effects of gender in explaining intention to use social commerce. A technology acceptance model is applied for pinpointing the antecedents of intention to use social commerce and for revealing cross-gender differences. The results from a survey of 452 participants reveal that the effects of perceived risk, perceived usefulness, ease for use and subjective norm on intentions to use social commerce differ across gender. Findings imply that the risk-free quality and portrayal of in-group or out-group situations of social commerce need to be communicated to female consumers, along with the social norms of using social commerce. When targeting male consumers, the technological features illustrating the usefulness of social commerce should be focused. This study will provide diverse implications companies providing social commerce services.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.928-942
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• 2017

Social media has become an integral part of consumers' daily lives. Individuals connect with one another on social networking sites to like, share, and post information and experiences. As social media become popular among millennials, a growing number of fashion retailers use social media networks in the context of online commerce transactions. Accordingly, an increased number of fashion retailers has been using social media as an advertising tool and a retail channel. Despite the popularity of social media among millennials, empirical findings are limited to reveal factors associated with young consumers' intentions to use social commerce in fashion shopping. This study sought to examine factors affecting millennials' intentions to use social commerce in fashion shopping by adopting the technology acceptance model. A total of 524 college students completed an online survey in the U.S. The results of structural equation model confirmed that perceived ease of use, usefulness, and enjoyment had a positive impact on millennials' attitudes and intentions toward fashion shopping in social commerce. While both perceived ease of use and usefulness positively influenced enjoyment, usefulness had a stronger impact than ease of use. Compared to usefulness, enjoyment had much stronger impact on attitudes. Further structural model analysis revealed a direct, positive influence of perceived usefulness of social commerce on perceived enjoyment of social commerce, which has not been explored in prior studies. These findings provide theoretical and managerial implications.

• Journal of Information Technology Services
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• v.16 no.3
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• pp.127-146
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• 2017

The convergence of e-commerce and social media have given rise to a social commerce of online group-buying. Social commerce of online group-buying is a subset of B2C (Business to Consumer) and uses social media for marketing to facilitate online buying of products and services. The social commerce of online group-buying offers new and popular products or services every day, and uses social media to bring together separated consumers. In these backgrounds, we think that personality trait associated with seeking new and popular products or services, and social influence from social media are likely to be related to intention to use in social commerce of online group-buying. This study aims to examine and analyze novelty seeking and social influence that influence intention to use in social commerce of online group-buying in China. Our research model, which included novelty seeking and social influence, was developed based on the technology acceptance model. A questionnaire survey was carried out for empirical analysis. The results of empirical analysis based on a sample of 218 users showed that novelty seeking has a significant positive impact on intention to use, and social influence has a significant positive impact on perceived usefulness. We suggested academic implications and practical implications based on our empirical research.

• Journal of Information Technology Applications and Management
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• v.23 no.1
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• pp.1-23
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• 2016

Social commerce (s-commerce) is a subset of e-commerce and uses social media for social interactions. Although s-commerce has been rapidly growing, disputes between some s-commerce firms and their consumers often occur over issues such as poor customer services, incorrect product information, and late refunds. In order for s-commerce to continuously grow, s-commerce firms need to build consumer-trust in their transaction process to minimize their consumers' uncertainty. The purpose of this study is to examine the relationships between the multidimensional trust (ability, integrity, benevolence) and the intention of continuous use of s-commerce. Moreover, this study presents antecedent factors needed for trust-building by applying the characteristics of s-commerce, and verifies the relations between the variables. We test and validate the research model and related hypotheses using structural equation modeling based on a survey done on 428 people who have previous experience with s-commerce. The result shows that trust has positive effect on the intention of continuous use, and verifies the necessity of the antecedent factors (social presence, assurance, informativeness, economic feasibility, and seller reputation) for trust-building. This study provides strategy for the continuous growth of s-commerce, and suggests theoretical implication that explains the relationship between the characteristics of s-commerce and consumers.

• The Journal of Information Systems
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• v.21 no.2
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• pp.135-160
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• 2012

In this paper, we identified the factors influencing on the continuous use intention of social commerce and analyzed the proposed model empirically using structural equation model, which was developed by considering hedonic and utilitarian shopping value, trust, satisfaction, familiarity, social influence, and perceived price. We collected data for this study by surveying the consumers who had an experience of purchasing through social commerce. An analysis of 212 respondents indicated that utilitarian and hedonic shopping value influenced on satisfaction as both of shopping value are significant statistically. Social commerce gives more attraction their consumers by reducing the price to half, whereas they are expected to present playfulness of shopping. Familiarity, social influence, and perceived price are influential factors in a purchase of social commerce sites. We discuss the implications of our findings for both theory and practice.

• Asia pacific journal of information systems
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• v.26 no.2
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• pp.211-230
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• 2016

Social commerce is a new type of e-commence that is based on social networking technologies and aggressive marketing strategies, such as one-deal-a-day. However, although social commerce has become very popular, little is known of customers' substantive purchasing behaviors when using social commerce sites. These behaviors, namely visiting and purchasing behaviors, are the focus of this study. Hence, this study aims to provide comprehensive understanding of the visiting and purchasing behaviors of customers in relation to social commerce sites. A research model based on the utilitarian and hedonic values of shopping, social influence, and convenience, which represent social commerce features, was developed and empirically analyzed using data from social commerce site users. The results revealed that purchasing behaviors of consumers when they use social commerce sites are affected directly by the utilitarian value (perceived usefulness) of the site as well as their purchase intention. Purchase intention is affected by perceived usefulness, subjective norm, and visiting behaviors. The visiting behaviors of consumers in relation to social commerce sites are also affected directly by the hedonic value (playfulness) of the site as well as their intention to visit the site. The findings of this study have implications for practitioners with regard to understanding and promoting the use of social commerce sites.

• Human Ecology Research
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• v.53 no.3
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• pp.293-307
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• 2015

Social commerce has a large impact on the emergence of the concept of society and individual lives that is recognized as one of the most important business areas in the Internet environment. A marketing agency, Trend Monitor (http://www.trendmonitor.co.kr), conducted a survey on social commerce usage and satisfaction level; subsequently, we used survey result data from 221 adult males and females for our research sample. Data analyses were conducted by reliability test, confirmatory factor analysis, t -test or one-way analysis of variance, and structural equation model (SEM) with IMB SPSS ver. 21.0 and ver. AMOS ver. 21.0. This study focused on multi-dimensional consumer innovativeness and found three elements of acceptability, competence, and distribution. Empirical verification through SEM presented data that suggests the three consumer innovativeness factors have a direct positive effect on social commerce that causes factors to indirectly affect satisfaction levels. This study indicated that the main consumption patterns in modern society take advantage of social commerce and satisfaction by improving a market economy to promote restoration. First, this study considers consumer innovativeness to have three factors. Secondly, research results help to understand relations between consumer innovativeness, use and satisfaction with social commerce that can help the social commerce industry establish effective market strategies through consumer innovativeness. The conclusion discusses implications for academic research and marketing strategies.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.12
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• pp.711-720
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• 2020

This research aims to analyze the factors affecting the acceptance of social commerce, including performance expectancy, effort expectancy, social support, facilitating conditions, hedonic motivation, habitability, price saving orientation, and privacy concerns using the Unified Theory of Acceptance and Use of Technology (UTAUT2). UTAUT2 has been examined and modified in various contexts. The research model studies the acceptance and use of technology in the context of customers. This study adopts a quantitative method using the partial least squares regression (PLS) approach involving 244 respondents. The respondents are users of social commerce in Indonesia. The result of this research indicates that social influence, facilitating conditions, hedonic motivation, habit, price value orientation, and privacy concerns have a significant effect on behavioral intention. On the other hand, performance expectancy and effort expectancy does not affect behavioral intention. Furthermore, price value has a significant effect on social commerce user behavior. Lastly, facilitating conditions and habits does not affect social commerce user behavior. This research contributes to the development of theory by examining an additional variable, which is privacy concern. This study is significant since social media and social commerce have grown exponentially nowadays. Implications of the results for the development of the theory (UTAUT2) and practice are discussed in the article.

• East Asian Journal of Business Economics (EAJBE)
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• v.3 no.4
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• pp.5-8
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• 2015

In addition to the increased used for smart phones daily, various characteristics and problems for social commerce have been drawn attention recently, and also, have been analyzed by various impact factors which were given to the purchasing behaviors of consumers through social commerce. The study investigated consumers' use of social commerce based on SNS by using articles of Fair Trade Commission, Korea Consumer Agency and so on. As a result, cost reduction characteristics of social commerce, the impulse buy, and to understand in Review effect, latest mobile shopping growth of increases explosively, market by market conditions to move from offline to online, the social commerce it was found to have a significant impact on the time of the purchase of the consumer. In addition, the study has discussed the results of the significance and limitation. With those things, they can be a suggestion for future research. More than half of the consumers were satisfied with social commerce. The consumers made use of social commerce 1 or 2 times a month and when they were watching banner advertising. In detail, food and beverage tickets such as restaurants, café and bars occupied 35%, and they showed the highest. 'We-make-price', 'Ticket Monster' and 'Coupang' were used to investigate as representative social commerce companies.

• Knowledge Management Research
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• v.12 no.5
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• pp.41-57
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• 2011

Social commerce is simply a kind of e-commerce by adopting SNS(Social networking service). It has been spread as SNS is widely used all over the world. In this situation, companies attempt to make the best use of social commerce to understand its advertising effect and to sell more products and/or services they provide. Although social commerce is a recent trend in Korea, it is necessary for companies to find a way to effectively adopt and utilize the social commence. Therefore, the focus of this study is to identify critical success factors for social shopping. We generated 40 items to measure 8 constructs. Using data collected from 300 respondents who have experienced both SNS and social shopping, we analyzed our model and its hypotheses. The analysis result shows that social shopping customers don't use SNS to get information when they purchase products and/or services in social shopping web sites.