소셜 쇼핑에서 소셜 네트워크 특성이 구매의도에 미치는 영향에 관한 연구 : 성별과 구매경험의 조절효과를 중심으로

Abstract

The purpose of this study is to investigate the relationship among social network characteristics(perceived ability, perceived integrity, and perceived critical mass), trust in a website, trust in product recommendation, and purchase intention. It is also to examine the moderating effects of gender and purchase experience. Appropriate measures were developed and tested on 159 respondents of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. The path relationships of the research model was analyzed by structural equation modeling(SEM) using AMOS 18.0. The results revealed that first, social network characteristics have positive effects on trust in a website, trust in product recommendation, and purchase intention. Second, trust in a website has a positive effect on trust in product recommendation, but trust in a website does not affect purchase intention. Third, trust in product recommendation has a positive effect on purchase intention. Lastly, the moderating effect of gender in the relationship between social network and purchase intention, and the moderating effect of purchase experience in the relationship between social network and trust in product recommendation were significant at p<0.05. Thus, the managers of social shopping should focus on vitalizing social network characteristics to enhance purchase intention through trust in a website and trust in product recommendation.