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.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.1
- 수록면
- 1,148 - 1,161 (14page)
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초록· 키워드
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This study investigates the effect of site characteristics in fashion social commerce and SNS subjective norms on the attitude of consumers towards social commerce and their purchase intentions for fashion products. In addition, this study tests consumer responses through a comparison of a group purchase mall versus a private mall. Respondents are limited to consumers aged 20 to 39 who have recently purchased fashion products through social commerce over the last month. Four hundred samples were used for the final analysis. Descriptive statistics, Cronbach's alphas, a confirmatory factor analysis, and a structural equation modeling analysis were conducted. The results are as follows. Product value, convenience and SNS subjective norms without trust significantly influenced the consumer attitude towards social commerce, and the attitude of consumers positively influenced the purchase intentions of fashion products. In the group purchase mall, only convenience affected the attitude of consumers; in the private mall, product value, convenience and SNS subjective norm had an effect on the attitude of consumers. In addition, the SNS subjective norm positively influenced purchase intentions directly as well as indirectly. Social commerce ought to offer product value and create a simple and convenient design to raise the purchase intentions of fashion products; in addition, they should use SNS functions to inform consumers of social commerce. It is imperative to implement different marketing strategies according to social commerce type.
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참고문헌 (41)
참고문헌 신청
Ahn, K. H. / 2011 / The structural relationships among customer trust, satisfaction, and loyalty in social commerce context: Focusing on trust transfer
안광호 / 2002 / 쇼핑가치가 점포이미지와 인터넷 쇼핑몰에서의 소비자구매의도 간의 관계에 미치는 영향에 관한 연구 / 소비자학연구 13(4):5~122
Bagozzi, R. P. / 1992 / The self-regulation of attitudes, intentions, and behavior / Social Psychology Quarterly 55(2):178~204
이유재 / 198803 / On the evaluation of structural equation models / Journal of the Academy of Marketing Science 16(1) 16(1):74~94
Bhatti, T. / 2007 / Exploring factors influencing the adoption of mobile commerce / Journal of Internet Banking and Commerce 12(3):1~13
안광호 / 2002 / 쇼핑가치가 점포이미지와 인터넷 쇼핑몰에서의 소비자구매의도 간의 관계에 미치는 영향에 관한 연구 / 소비자학연구 13(4):5~122
Bagozzi, R. P. / 1992 / The self-regulation of attitudes, intentions, and behavior / Social Psychology Quarterly 55(2):178~204
이유재 / 198803 / On the evaluation of structural equation models / Journal of the Academy of Marketing Science 16(1) 16(1):74~94
Bhatti, T. / 2007 / Exploring factors influencing the adoption of mobile commerce / Journal of Internet Banking and Commerce 12(3):1~13
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