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논문 기본 정보

자료유형
학술저널
저자정보
최수정 (전남여성가족재단)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제19권 제4호
발행연도
2019.8
수록면
23 - 42 (20page)
DOI
10.37272/JIECR.2019.08.19.4.23

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초록· 키워드

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This study focuses on social commerce based on social network service (SNS) which is a fast-growing mobile(m-) commerce area, along with the spread of smartphones. Social commerce refers to a new type of commerce which combines electronic commerce with SNS. The remarkable phenomenon in SNS-based social commerce is that SNS plays a key role as a m-commerce platform for individuals and firms to conduct commercial activitives, beyond a social network platform for individuals to build and maintain social relationships. For example, KakaoTalk and KakaoStory, the most popular mobile messenger and mobile SNS in Korea, also help users conduct commercial activities such as commercial advertisements and transactions on their SNS, beyond building and developing social relationshps. Likewise, the role of SNS is expanding from a social networking platform to a social commerce platform. Under the circumstances, this study examines how social activities are connected to commercial ones, by combining the social capital theory with electronic word-of-mouth (WOM) literature.
The partial least squares (PLS) analysis with a total of 186 data collected on users with experience in social commerce indicates that users’ social capital promotes social commerce on SNS. The key findings are summarized as follows. First, concerning the causal relationships of components in the social capital dimension, social ties lead to the increase of shared value and social trust. Also, shared value inceraes social trust. Second, social trust is the factor that infulences SNS-WOM Helpfulness and SNS-WOM Credibility, which increases SNS-WOM adoption. Finally, SNS-based social commerce is determined by SNS-WOM adoption, not by social trust.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구모형 및 연구가설
Ⅳ. 실증분석 및 결과
Ⅴ. 결론 및 시사점
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UCI(KEPA) : I410-ECN-0101-2019-323-001252274