Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
권호 표지
DOI QR코드

DOI QR Code

A study on the growth factors of social commerce in the COVID-19 situation

코로나19 상황 속에서 소셜커머스의 선택요인에 관한 연구

  • 최동희 (광주대학교 호텔관광경학부)
  • Received : 2021.11.16
  • Accepted : 2021.12.20
  • Published : 2021.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to find out how the importance and satisfaction of social commerce selection factors perceived by social commerce users differ, and how social commerce selection factors affect repurchase intention. A survey was conducted for 17 days from September 1st to September 17th, 2021, and 316 copies were used for empirical analysis. As a result of the analysis, the selection factors of social commerce were divided into six factors: safety, convenience, economy, informativity, collectivity, and SNS relevance. IPA results were in the order of convenience in the first quadrant, relevance and informativity in the second quadrant SNS, collectivity in the third quadrant, stability in the fourth quadrant, and economy. In the relationship between social commerce selection factors and repurchase intention, convenience, economy, safety, and information among social commerce selection factors were found to have a significant influence on repurchase intention. As a result of this study, it was confirmed that if existing social commerce was important at an affordable price, convenience is more important for non-face-to-face commerce in the COVID-19 situation. It is considered important to have a system that can continuously identify and preemptively respond to users' shopping trends through IPA.

본 연구는 소셜커머스 이용자들이 인식하는 소셜커머스 선택요인의 중요도와 만족도가 어떠한 차이를 나타내는지, 소셜커머스 선택요인과 재구매 의도 간에 영향 관계가 존재하는지 확인하고자 하였다. 2021년 9월 1일부터 9월 17일까지 17일간 설문조사를 실시하였고, 316부를 실증분석에 이용하였다. 분석 결과, 소셜커머스의 선택요인은 안전성, 편의성, 경제성, 정보성, 집단성, SNS 관련성 6개 요인으로 구분되었다. IPA 결과는 1사분면 편의성, 2사분면 SNS 관련성과 정보성, 3사분면 집단성, 4사분면 안정성과 경제성의 순으로 나타났다. 소셜커머스 선택요인과 재구매 의도 간의 영향 관계에서는 소셜커머스 선택요인 중 편의성, 경제성, 안전성, 정보성이 재구매 의도에 유의한 영향을 미쳤다. 본 연구의 결과로 기존 소셜커머스가 저렴한 가격에 중요하였다면 코로나19 상황에서 비대면 상거래는 편의성이 더 중요하다는 것을 확인 할 수 있었다. IPA를 통하여 지속적으로 이용자들의 쇼핑 경향을 파악하고 선제적으로 대응할 수 있는 체계를 구축하는 것이 무엇보다 중요할 것으로 사료된다.

Keywords

Acknowledgement

This Study was conducted by research funds from Gwangju University in 2021.

References

  1. G. J. Kim & H. J. Kim. (2019). A Study on the effects of Information Quality on the Customer Commitment and Repurchase intention in Social Commerce Characteristics: Focused on Customer tendencies. International Journal of Tourism Management and Sciences, 34(1), 137-159. DOI: 10.21719/IJTMS.34.1.8
  2. R. G. Curty & P. Zhang. (2011). Social commerce: Looking Back and Forward. Proceedings of the American Society for Information Science and Technology, 48(1), 1-10. DOI: 10.1002/meet.2011.1450480109
  3. L. Zhou, P. Zhang & H. D. Zimmermann. (2013). Social Commerce Research: An Integrated View. Electronic Commerce Research and Applications, 12(2), 61-68. DOI: 10.1016/j.elerap.2013.02.003
  4. K. H. An. (2011). The Structural Relationships among Customer Trust, Satisfaction, and Loyalty in Social Commerce Context : Focusing on Trust Transfer. Ph. D. Dissertation, SeJong University.
  5. G. J. Kim & H. J. Kim. (2019). A Study on the effects of Information Quality on the Customer Commitment and Repurchase intention in Social Commerce Characteristics: Focused on Customer tendencies. International Journal of Tourism Management and Sciences. 34(1), 137-159. DOI: 10.21719/IJTMS.34.1.8
  6. J. Limin & C. J. Kim. (2021). A Study of the Social E-commerce Perceived Value, Self-Efficacy, and Interactivity on Mobile Social Network App User Attitudes and Intentions for Continuous Use. Journal of Distribution and Management Research, 24(5), 141-156. DOI: 10.17961/jdmr.24.05.202110.143
  7. D. H. Choi & J. W. Yoo. (2021). The Effect of Selection of Social Commerce on Brand Trust, Brand Loyalty and Customer Satisjaction. Event & Convention Research, 14(3), 129-146. DOI: 10.31927/asec.14.3.8
  8. S. M. Lee. (2016). The Effect of motives and benefits and loss factors of social commerce on the product purchase sarisfaction. Journal of Digital Convergence, 14(9), 149-158. DOI: 10.14400/JDC.2016.14.9.149
  9. J. H. Lee. (2013). The Influences of Social Commerce Characteristics on Satisfaction, Reliability and Repurchase Intention. Korea Research Academy of Distribution and Management Review, 16(2), 103-113.
  10. S. H. Kim & H. C. Lee. (2021). The Effects of the Social Commerce Characteristics on Social Commerce Satisfaction and Deluxe Hotel Buffet Restaurant Purchase Intention - Focused on the Moderating Effect of SNS/Social Commerce Involvement. Journal of Hotel & Resort, 20(2), 5-25.
  11. T. H. Lee & Y. J. Lee. (2020). A study on property selection of hotel reservation sites using revised IPA analysis. International Journal of Tourism and Hospitality Research, 31(1), 27-38. DOI: 10.21298/IJTHR.2020.1.34.1.27
  12. K. Martilla & J. C. James. (1977). Importance-Performance analysis. Journal of Marketing, 41(1), 77-79. DOI:10.1177/002224297704100112
  13. W. E. Hammitt, R. D. Bixler & F. P. Noe. (1996). Going beyond important-performance analysis to analyze the observance-influence of park impacts. Journal of Park and Recreation Administration, 14(1), 45-62.
  14. H. Q. Zhang & I. Chow. (2004). Application of Importance-Performance model in tour guide' performance evidence from Mainland Chinese outbound visitors in Hong Kong. Tourism Management, 25(1), 81-91. https://doi.org/10.1016/S0261-5177(03)00064-5
  15. J. J. Cronin & S. A. Taylor. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68. DOI: 10.1177/002224299205600304
  16. R. L. Oliver. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
  17. S. H. Choi & K. M. Park. (2013). A Study on Determinants of Growth of Social Commerce: Roles of Social Media and Customer. Journal of The Korean Operations Research and Management Science Society, 38(3), 71-86. DOI:10.7737/JKORMS.2013.38.3.071