• 한국의류산업학회지
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• 제15권5호
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• pp.743-752
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• 2013

Consumers can share their diverse opinions about products due to the increased popularity of smartphones and the internet that enables increased access to the websites and encourages the use of 'SNS' (Social Network Services). Social commerce has expanded rapidly as a mainstream online shopping channel over the past year, compelling consumers to spend more money vis-$\grave{a}$-vis social commerce websites. This allows individuals to see different lists of prices for specific products; however, it is also likely to lead to serious compulsive buying. Despite these changing trends, earlier studies have been limited to factors that affect impulse purchases vis-$\grave{a}$-vis Internet shopping malls; therefore, in is salient to conduct research on consumer spending habits related to social commerce websites. This study describes the characteristics of consumers and utilizes social commerce websites as parameters for the impact of impulsive shopping based on a survey of 300 women in their 20's who have experienced impulse buying vis-$\grave{a}$-vis social commerce websites. This study shows that: First, discounts, product scarcity and social commerce site's reputation affect impulse buying when consumers buy products from the social commerce websites. Second, variables on the characteristics of the personal experiences, interests, and self-control also stimulate impulsive purchases.

• 한국콘텐츠학회논문지
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• 제12권2호
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• pp.265-275
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• 2012

본 연구는 전자상거래 및 소셜커머스 분야의 선행연구를 토대로 소셜커머스의 속성으로 명성, 가격, 이용용이성, 즐거움 등의 4가지 요인으로 도출하여 신뢰와 몰입을 매개변수로, 충성도를 종속변수로, 이용품목을 조절변수로 설정하고 연구목적을 달성하기 위하여 연구모형과 가설을 도출하였다. 연구결과를 요약하면 다음과 같다. 첫째, 소셜커머스의 속성인 명성과 가격이 신뢰에 정(+)의 영향을 미치는 것으로 분석되었다. 둘째, 소셜커머스의 속성 중 이용 용이성을 제외한 나머지 변수는 몰입에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 소셜커머스의 신뢰가 몰입에 정(+)의 영향을 미치는 것으로 검증되었다. 넷째, 소셜커머스의 신뢰와 몰입이 충성도에 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, 소셜커머스의 속성이 신뢰와 몰입에 미치는 영향은 이용품목에 따라 차이가 있는 것으로 검증되었다. 본 연구결과를 토대로 소셜커머스 분야의 실무운영자들에게 소셜커머스 운영에 필요한 다양한 시사점을 제시하였다.

• 한국의류산업학회지
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• 제25권1호
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• pp.24-40
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• 2023

Contemporary consumers' acceptance of second-hand products has been increasingly improving worldwide, especially in China. Based on the Extended Unified Theory of Acceptance and Use of Technology, we developed and empirically validated a research framework to predict consumers' motivation to use re-commerce platforms. We explored the diverse factors influencing mobile commerce usage through re-commerce platforms. Furthermore, this study investigated the role of gender differences as a factor moderating the association between several constructs and the intention to use re-commerce platforms. A total of 226 consumer responses were collected. The results indicated that hedonic motivation, performance expectancy, consumer habits, social influence, and price value affect consumers' attitudes toward re-commerce platforms. The effects of the attitude toward re-commerce platforms on the intention to use these platforms were also statistically significant. When effort expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, male consumers' attitude toward its usage, in particular, also increases. Meanwhile, when performance expectancy, hedonic motivation, and consumer habits in re-commerce platform usage increase, the attitude toward its usage increases among female consumers. Moreover, our results indicate that the two gender groups present different characteristics regarding re-commerce platform usage. Therefore, this study offers a theoretical basis for future analyses of second-hand trade.

• 한국의상디자인학회지
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• 제19권4호
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• pp.43-58
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• 2017

The purpose of this study was to find the consumer perception and purchasing behaviors of beauty service products based on recent consumer purchasing patterns utilizing social commerce. The research method looked at general characteristics, exploratory factor analysis, reliability T-test, correlation analysis, one way ANOVA, regression analysis of the consumer awareness and purchasing status in the use of beauty social commerce of 228 research subjects in their 20s and 30s residing in Seoul and Gyeonggido. SPSS v. 21.0 was used. The results found the following. First, service quality, interaction, user convenience, and price were set as factors for the validity verification of consumer perception in beauty social commerce. Second, as a result of studying consumer perception regarding beauty social commerce, interaction had the largest correlation while price, service quality, and user convenience followed. As a result of studying the differences according to the general characteristic of gender, user convenience had a larger correlation for female consumers than male consumers. Third, the following was the result of studying purchasing behaviors in beauty social commerce. Among diverse social commerce businesses, Pokemon was the most popular, while among the various coupons available, hair salons were most commonly purchased. The modal value for the number of times consumers used beauty service products was two times a month, and the most popular price ranges were 100,000 KRW or less and 100,000~200,000 KRW. Accordingly, it was observed that social commerce is receiving attention and being considered as the next generation for shopping in the beauty industry. This channel should be well utilized by related industries through the improvement of customer satisfaction, which will lead to repurchases, and consequently result in becoming an actual means for sales in the beauty industry.

• Asia Marketing Journal
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• 제13권3호
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• pp.135-161
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• 2011

소셜커머스는 최근 성장하고 있는 새로운 거래이자 사회적 현상의 하나이다. SNS의 확산에 따라 소셜커머스 시장은 매우 빠르게 성장하고 있지만 이에 대한 연구는 아직 이루어지지 않고 있다. 본 연구는 소셜커머스에 대한 초기 연구로서 소셜커머스에 대한 소비자들의 이용의도를 알아보는데 그 목적이 있다. Fishbein과 Ajzen(1975)의 합리적 행동이론을 적용하여 소셜커머스가 창출하는 가치가 소셜커머스 이용의도에 미치는 영향을 분석하였다. 소셜커머스가 창출하는 가치는 경제적, 심리적, 시간적 가치의 세 가지 개념으로 정의하였고, 이들 가치가 태도에 미치는 영향, 태도와 주관적 규범이 이용의도에 미치는 영향을 분석하였다. 그리고 태도와 이용의도 간의 관계에서 쿠폰상환노력의 조절효과를 검증하였다. SNS를 활발하게 사용하고 새로운 문화 및 기술 수용을 가장 먼저 추구하는 대학생을 대상으로 자료를 수집하였다. 연구결과 경제적 가치와 심리적 가치는 소셜커머스에 대한 태도에 정의 영향을 미치는 것으로 나타났다. 그러나 시간적 가치는 유의적인 영향을 미치지 못하는 것으로 나타났다. 태도와 주관적 규범은 이용의도에 유의적인 영향을 미치는 것으로 나타났다. 따라서 합리적 행동이론은 소셜커머스를 이용의도를 설명하는데 유용한 모형인 것으로 밝혀졌다. 또한 쿠폰상환에 대한 지각은 태도와 이용의도 간에 관계를 조절하는 것으로 나타났다.

• 한국콘텐츠학회논문지
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• 제21권6호
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• pp.138-154
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• 2021

온라인 생방송을 통해 실시간으로 판매 및 구매 활동이 이루어지는 '라이브커머스'라는 새로운 형태의 전자상거래 시장이 폭발적인 성장세를 보이고 있다. 본 연구는 기술 수용 이론에 기초하여 중국 최대의 라이브커머스 플랫폼인 <타오바오 라이브>의 의사사회적 상호작용성, 방송 앵커의 특성(신뢰성, 매력성, 전문성), 지각된 사용용이성과 유용성, 타오바오 라이브를 통한 지속적 쇼핑 의도 간의 관계를 탐구하였다. 총 536명의 타오바오 라이브 시청자를 대상으로 설문조사를 실시한 결과, 의사사회적 상호작용성은 타오바오 라이브에 대한 지각된 사용용이성과 유용성에 긍정적인 영향을 미쳤으나, 앵커의 특성(신뢰성, 매력성, 전문성)은 지각된 유용성에 유의한 영향을 미치지 않는 것으로 나타났다. 나아가 지각된 사용용이성이 높을수록 지각된 유용성 또한 증가하였으며, 사용용이성과 유용성은 모두 타오바오를 통한 지속적 쇼핑 의도에 긍정적인 영향을 끼쳤다. 본 연구는 중국의 라이브커머스 플랫폼의 지속적 발전을 위한 이론적 자원을 제공하고, 전자상거래 기업의 운영방식에 새로운 가능성과 전략을 제시한다는 점에서 의미가 있다.

• 한국의류학회지
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• 제40권3호
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• pp.574-589
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• 2016

This research investigates the characteristics of the mobile social commerce and explores the moderating effects of perceived risk and price sensitivity. This survey targeted consumers in their 20s to 30s who use mobile social commerce applications. We used 261 questionnaires for the final statistical analysis. Descriptive analysis, factor analysis, reliability analysis, and hierarchical regression analysis were applied in the data analysis. The results are summarized as follows. First, characteristics of mobile social commerce are composed of economics, informativeness, entertainment and promotion. Second, perceived risk (which had a negative effect on purchase intention) had moderating effects between perceived risk and economics or entertainment. Third, price sensitivity (which had a positive effect on purchase intention) had a moderating effect between price sensitivity and promotion. This study contributes to the disclosure of the role of perceived risk and price sensitivity as moderating factors between the characteristics of mobile social commerce and purchase intention. Finally, useful implications (both academic and practical) are provided for fashion retail managers.

• 지식경영연구
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• 제23권1호
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• pp.1-26
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• 2022

소셜 네트워크의 확산에 따라 플랫폼을 기반으로 한 소셜커머스는 다중 스마트 기기의 사용과 함께 빠르게 성장해왔다. 쿠팡과 티켓몬스터와 같은 소셜커머스 사이트들의 빠른 성장을 감안한다면 소셜커머스 환경에서 사용자의 구매 의사 결정 과정을 이해하는 것은 매우 중요하다. 본 연구의 목적은 첫째, 소셜커머스를 이용하는 사용자들의 목표에 대한 이해를 보다 풍부하게 발전시키고자 한다. 둘째, 사용자의 목표를 분석하기 위한 방법론적 대안을 소개한다. 본 연구에서는 래더링 인터뷰와 수단-목적사슬 분석을 활용했다. 소셜커머스를 활용한 구매 경험이 6개월 이상인 사용자 40명을 대상으로 실시한 인터뷰 분석 결과, 사용자의 목표 구조를 보여주는 위계적 목적지도가 도출되었다. 본 지도는 타인과의 따뜻한 관계, 쇼핑의 재미와 즐거움, 성취감, 만족감, 금전적 저축, 편의성 등을 포함한 소셜커머스의 22가지 궁극적인 목표를 담고 있다. 또한 활동에서부터 궁극적인 목표까지 다양한 경로가 존재하기에 사용자가 추구하는 목표를 조사하면 사용자를 이해하는 통찰력을 얻을 수 있다.

• 한국IT서비스학회지
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• 제14권1호
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• pp.145-158
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• 2015

Currently, Social Commerces have increasingly gained popularity with the growth of Social Network Services (SNS). As the applications of smartphones are being applied in widespread areas, social commerces in the smartphone environment have entered a new chapter. The applications of social commerces on smartphones are widely used, which has increased the market share of social commerces exponentially. Thus, we tried to find out factors which may affect the user acceptance of social commerces in the smartphone environment. We develop a research model to examine how social commerces in the smartphone environment are accepted by users based on the academic factors-switch costs, trend-seeking tendency, richness in media. The theoretical model is validated through an survey of social commerce users in the smartphone environment from the undergraduates and the graduates in Seoul, Korea. The structural equation analysis is conducted based on the partial least square (PLS) approach. The results reveal that the switch cost will have positive mediating influences to the intention to use social commerce in the smartphone environment. We also find that the perceived usefulness of the smartphone is affected by the media richness. The results also suggest that the trend-seeking tendency has no influences to the users of social commerces in the smartphone environment. Also, theoretical and practical implications are discussed. The findings are believed to increase our understanding an interesting mobile phenomenon, as well as making contributions.

• 유통과학연구
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• 제13권1호
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• pp.47-55
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• 2015

Purpose - The objective of this study is to verify whether there are differences between Korean and Chinese consumers in the importance of the attributes such as shopping value and loyalty in social commerce. With the purpose of finding out these differences, the following questions are set up as research questions. First, will there be a difference between Korea and China in the importance of attributes of social commerce? Second, will there be a difference between Korean and Chinese consumers in shopping value? Third, will there be a difference between Korean and Chinese consumers in their loyalty? Research design, data, and methodology - The researchers collected data through self-administered questionnaires from Korean and Chinese consumers who had used social commerce within the past six months before answering the questionnaire. First, for social commerce users in Korea, comprising male and female university students in Chungcheong, a questionnaire was circulated. For social commerce users in China, university students within Beijing were surveyed. Responses to 336 questionnaires were used, excluding those with no answers or unreliable answers. Data coding and data cleaning were used. SPSS 18.0 was used. First, exploratory factor analysis is done to verify the validity of testing tools, and Cronbach's α coefficient is used to verify credibility. For factor analysis, the Varimax method is used. To verify the internal consistency reliability of each factor, the Cronbach's α coefficient is used to verify the credibility. Second, a T-test is done to verify differences between Korean and Chinese consumers for the importance of attributes. Third, ANOVA (Analysis of variance) is done to verify differences between Korean and Chinese consumers in shopping value and loyalty. Results - When Korean and Chinese consumers use social commerce, first, the importance of the attributes of social commerce is affected by four factors; playfulness and economic factors are more important to Korean consumers than Chinese consumers. As for informativeness factors, including product information and quality, and buyer comments, there was no confirmed difference between Korean and Chinese consumers. The convenience factor is more important to Chinese consumers than Korean consumers. Second, the factors affecting shopping value for Korean and Chinese consumers were hedonic shopping value and rational shopping value. To see the difference between Korean and Chinese consumers in shopping value factors, a t-test is conducted. As a result, in the rational shopping value factors of social commerce, Korean consumers scored higher than did Chinese consumers. These results were verified to be meaningful through statistics. In the hedonic shopping value factor of social commerce, Korean consumers scored higher than Chinese consumers. These results showed a significant difference. Third, loyalty in social commerce is higher for Chinese consumers than for Korean consumers. However, there is no difference in loyalty depending on sex. Conclusion - These results will hopefully be valuable and used in the future by Korean companies that wish to enter the Chinese social commerce market.