공동구매형 소셜커머스와 프라이빗 쇼핑몰을 이용하여 패션/뷰티 제품을 구매하는 소비자들의 쇼핑 가치

Abstract

This study performs an investigative research on the shopping value of consumers who purchase fashion/beauty products using group buying social commerce among the types of social commerce and private shoppingmalls. We provide basic knowledge on consumer behavior using social commerce newly appeared asshopping channels. For the method, the research was performed by designing a sequential integration methodof conducting quantitative verification after qualitative research. As a result of qualitative research,multiple shopping values have been shown as the common shopping values of consumers using two typesof shopping malls. The dimensions are price, quality, convenience, interaction, information, reliability, hedonicand impulse buying values. A total of eight sub-dimensions have appeared due to performing quantitativeverification on the shopping value of group buying social commerce. The dimensions are same as theresults from the qualitative research. The shopping value of consumers who purchase fashion/beauty productsusing private shopping malls has been classified into seven dimensions (except interaction value).