소셜커머스의 서비스특성 요인과 재구매의도

Abstract

Social commerce is a new business model intermediating grouped customers and service providers in electronic commerce. The proportion of social commerce in electronic commerce sales is increasing sharply in recent years. In this study, factors affecting customer purchase intention in social commerce were examined and the role of 'trust' in the relationship was explored. From the result, three independent factors of 'ease of transaction', 'service assurance' and 'responsiveness' reflecting service characteristics in social commerce had significant effect to customer attitude and purchase intention, and 'trust' did important role in the relationship. Data for this study were collected through surveys on customers experienced social commerce transaction and structural equation modeling methodology was adopted for the analysis.