소셜커머스에서 고객의 구매 결정요인 연구

Abstract

This study attempts to identify the factors influencing customer purchase intention in social commerce. Six independent factors such as service quality, customer profit, reliability, security, firm's reputation, and social influence were extracted and the relationships were explored. This study was carried out through customer survey and statistical analysis on the result of the survey. Multiple regression analysis was adopted for the analysis. From the result of the analysis, four independent variables such as customer profit, reliability, security, and social influence significantly affected customer purchase intention in social commerce. In addition, the average value of customer profit and coefficient of social influence were relatively high showing that these two were the most important factors affecting customer purchase intention in social commerce. However, service quality and firm's reputation did not have significant influence on customer purchase intention showing different result from the cases of traditional electronic commerce. The results of this study are meaningful in that factors affecting customer purchase intention in social commerce were identified from comprehensive perspective and the importance of customer profit and social influence was verified through empirical study in social commerce.