구전정보의 유용성과 신뢰성이 소셜커머스 이용의도에 미치는 영향: 지각위험과 충동구매의 매개적 역할

Abstract

Today, the range of social commerce has been expanded to include social media tools and content used in the context of e-commerce. Examples of social commerce WOM include customer ratings and reviews, user recommendations and referrals, forums and communities, social media optimization, social applications and social advertising. Social commerce is now growing importance of word-of-mouth information, such as reviews and diversify the range of services and products. This study examined the relationships between information usefulness, source credibility, perceived risk, impulse buying and intention in social commerce. The samples of 192 was used for final analysis. The results of analysis indicated that the information usefulness had negative effects on perceived risk. The information usefulness had not positive effects on impulse buying. The source credibility had negative effects on perceived risk. The source credibility had positive effects on impulse buying. The perceived risk had negative effects on intention in social commerce. The impulse buying had positive effects on intention in social commerce. Finally, this study concluded with a discussion of the implications of the research findings and directions for future research.