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Factors Influencing the Reuse Intention of Social Commerce Foodservice Product - Perceived Risk and Price Consciousness -
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소셜커머스 외식상품 재이용의도의 영향요인 : 지각된 위험과 가격의식성을 중심으로

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Type
Academic journal
Author
Hyeon-Mo Jeon (동국대학교) Na-Kyung Kwon (선문대학교)
Journal
Culinary Society of Korea Culinary Science & Hospitality Research Vol.22 No.4(Wn.79) KCI Accredited Journals
Published
2016.6
Pages
114 - 127 (14page)

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Factors Influencing the Reuse Intention of Social Commerce Foodservice Product - Perceived Risk and Price Consciousness -
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Abstract· Keywords

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The study, focused on social commerce food service consumers, attempted to test the relationship between perceived risk and price consciousness, and suggested that perceived risk and price consciousness, the the degree to which price is considered when purchasing goods, affect reuse intention. Through such test results, the study aimed to provide useful practical implications for establishing marketing strategies of companies related to food service social commerce, and those looking into behavioral intentions of social commerce using food service consumers.
The subjects of the study were male and female residents of Korea over 2-years of age who have had some experience purchasing a dining out item through social commerce. The social commerce company selected for sampling was Coupang, which was the number 1 shopping App in 2014 based on the number of yearly visitors. A questionnaire-based survey was conducted on respondents who had indicated that they had experience purchasing foodservice goods through Coupang.
The results revealed that source risk, privacy risk, psychological risk, and time-loss risk had negative influences on reuse intention. However, social risk and financial risk did not exhibit any influences. Price consciousness had positive influences on reuse intention. The study explored perceived risk and price consciousness as elements to affect continuous use of social commerce of foodservice consumers.
#social commerce #foodservice product #perceived risk #price consciousness #reuse intention #소셜커머스 #외식상품 #지각된 위험 #가격의식성 #재이용의도

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 설계
Ⅳ. 실증분석
Ⅴ. 결론 및 제언
한글 초록
참고문헌

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