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Effects of Social Commerce Purchasing Factors on Consumer Satisfaction and Repurchase Intention in China
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중국내 한국제품에 대한 소셜커머스 구매요인이 구매만족 및 재 구매 의도에 미치는 영향

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Type
Academic journal
Author
Journal
Electronic Trade Institute 전자무역연구 전자무역연구 제15권 제4호 KCI Accredited Journals
Published
2017.1
Pages
1 - 20 (20page)

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Effects of Social Commerce Purchasing Factors on Consumer Satisfaction and Repurchase Intention in China
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Abstract· Keywords

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Purpose: This study provides Korean companies with an opportunity to understand Chinese consumers and increase their responsiveness to local markets in the social commerce context. We analyze data collected in China and identify the factors that positively influence customer satisfaction and repurchase intention. Composition/Logic: Section I provides background on the study and discusses its goals. Section II examines prior studies related to social commerce and proposes a hypothesis. Section III presents the research model based on the theoretical background and describes the study’s measurement method. Empirical analysis is conducted via PLS-SEM in Section IV. Section V concludes the study by summarizing its findings and discussing its implications. Findings: Among the social commerce purchase factors of Chinese consumers, interactivity and brand familiarity have positive effects on customer satisfaction, whereas diversity factors have positive effects on repurchase intention. However, the price discount factor did not affect consumer satisfaction or repurchase intention. Repurchase intention is strongly influenced by customer satisfaction. Originality/Value: This study provides consumers information about social commerce in China, which is attracting much attention as a new business model due to the rapid spread of smart devices. Specifically, the study provides Korean companies with guidance concerning how to respond to the market by describing the behavior of Chinese consumers in the social commerce context.
#소셜커머스 #비즈니스 모델 #구매요인 #시장대응 #PLS-SEM #Social Commerce #Business Model #PLS-SEM #Purchasing Factors #Market Response

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References (27)

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Baty, J. B. / 1995 / Intershop: Enhancing the Vendor/Customer Dialectic in Electronic Shopping / Journal of Management Information System 11 (4) : 9 ~ 31 google schola Fornell, C. / 1981 / Evaluating Structural Equation Models with Unobservable Variables and Measurement Error / Journal of Marketing Research 18 (1) : 39 ~ 50 google schola Gilbert, D. C. / 2002 / The Efficacy of Sales Promotion in UK Supermarkets : A Consumer View / International Journal of Retail &Distribution Management 30 (6) : 315 ~ 32 google schola Hair, Joseph F. Jr. / 2006 / Multivariate Data Analysis / Prentice Hall google schola Hair, Joseph F. Jr. / 2014 / A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) / Sage google schola

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