소셜커머스의 체험마케팅이 몰입, 고객애호도에 미치는 영향 : 관여도의 조절효과를 중심으로

Abstract

This study is to find out the customer experience properties influencing in consumer committment and to reveal the moderating effects of involvement in the formation process of customer committment. This research also finds the interaction logic between consumer commitment and loyalty. The survey was implemented for the experiencers of group buying in the social commerce, and analyzed by factor and confirmative analysis, Cronbach’ α, path and moderating effect using SPSS and AMOS. Three antecedents of consumer committment are accepted and the moderating effects are significant except the two variables. In addition, the relationship between consumer committment and customer loyalty is very significant in the criterion of significant. Managerial and academic implication are suggested being concerned with sustainable competitive advantage in managing of social commerce.