지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study investigated the effect of consumers' shopping value in social commerce on consumers' fashion shopping satisfaction and future behavioral intention. Respondents were limited to consumers aged 20 to 39 who had recently purchased fashion products through social commerce over the last month. The final analysis used 318 samples. Descriptive statistics, Cronbach's alpha, confirmatory factor analysis, and structural equation model were conducted. The results are as follows. First, hedonic and utilitarian shopping value significantly influenced consumers' fashion shopping satisfaction in social commerce. Hedonic shopping value was more strongly related to fashion shopping satisfaction. Second, fashion shopping satisfaction in social commerce had an effect on behavioral intention and SNS word-of-mouth. Behavioral intention consisted of repurchase intention and recommend intention. SNS word-of-mouth intention represented word-of-mouth intention using SNS such as Facebook and Twitter. When consumers were satisfied with their shopping experience, they were willing to have re-patronage intentions and SNS word-of-mouth intention. The results suggested that social commerce should try to raise consumers' fashion shopping satisfaction in social commerce and offer a pleasant experience. Also, social commerce should try to be connected to SNS such as Facebook and Twitter to increase word-of-mouth intention.
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참고문헌 (57)
참고문헌 신청
Ahn, K. H. / 2002 / The study of the influence of consumer's shopping orientation on the relationship between store image variables and on-line consumer's purchase intention / Journal of Consumer Studies 13(4):101~122
Anderson, E. W. / 1998 / Customer satisfaction and word of mouth / Journal of Service Research 1(1):5~17
Bai, B. / 2008 / The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors / International Journal of Hospitality Management 27(3):391~402
Barbin, B. J. / 1994 / Work and/ or fun measuring hedonic and utilitarian shopping value / Journal of Consumer Research 20(4):644~656
Barbin, B. J. / 2005 / Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea / Journal of Service Marketing 19(3):133~139
Anderson, E. W. / 1998 / Customer satisfaction and word of mouth / Journal of Service Research 1(1):5~17
Bai, B. / 2008 / The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors / International Journal of Hospitality Management 27(3):391~402
Barbin, B. J. / 1994 / Work and/ or fun measuring hedonic and utilitarian shopping value / Journal of Consumer Research 20(4):644~656
Barbin, B. J. / 2005 / Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea / Journal of Service Marketing 19(3):133~139
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