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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Along with the recent development of Social Network Service (SNS), such as Facebook and Twitter, social commerce market is expanding rapidly. As much, understanding consumers’ purchase intention in social commerce becomes important. This study attempted to investigate the factors of consumers’ purchase intention, and the effects of these determinants(price discount, perceived risk and product review) on consumer’s purchasing intension in social commerce networks. Also, the interaction effects between these factors on consumer’s purchasing intension were studied.
The results showed that the effect of perceived risk on consumer’s purchase intention found to be significantly negative. The interaction effect between price discount and perceived risk, and the interaction effect between price discount and review were meaningful on consumers’ purchase intention. It indicates that the important factor for consumers to purchase products in social commerce is not just price discount but perceived risk, and that review which consumers think is manipulated has negative effect on purchase intention.
목차
등록된 정보가 없습니다.
참고문헌 (32)
참고문헌 신청
Berkowitz, E. N. / 1980 / Contextual Influences on Consumer PriceResponses:An ExperimentalAnalysis / JournalofMarketingResearch : 349 ~ 358
Bettman, J. / 1973 / Perceived Risk and ItsComponents: A Model and Empirical Test / JournalofMarketingResearch (10) : 184 ~ 190
Cox, D. F. / 1964 / PerceivedRisk and ConsumerDecision Making:TheCaseof Telephone Shopping / Journal of MarketingResearch (1) : 32 ~ 39
Jacoby, J. / 1972 / TheComponents of Perceived Risk : 382 ~ 393
Peter, J. P / 1976 / AnInvestigation of Perceived Risk atthe brandlevel / Journal of Marketing Research (13) : 184 ~ 188
Bettman, J. / 1973 / Perceived Risk and ItsComponents: A Model and Empirical Test / JournalofMarketingResearch (10) : 184 ~ 190
Cox, D. F. / 1964 / PerceivedRisk and ConsumerDecision Making:TheCaseof Telephone Shopping / Journal of MarketingResearch (1) : 32 ~ 39
Jacoby, J. / 1972 / TheComponents of Perceived Risk : 382 ~ 393
Peter, J. P / 1976 / AnInvestigation of Perceived Risk atthe brandlevel / Journal of Marketing Research (13) : 184 ~ 188
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