소셜커머스의 특성과 SNS 이용이 소비자의 구매의도에 미치는 영향에 관한 연구

초록

An exponential proliferation of smartphones opens up a rosy future for social commerce in the Korean market. It implies that the smartphone could go beyond its function of communication device and will provide a platform for rapid expansion of social commerce. In reality, however, more research is requested in the role and significance of a social networking service(SNS) in the market of social commerce which is blossoming. In this context, this study focuses on an influence of various characteristics of social commerce and the SNS on consumer behavior, especially buying intention. Literature review revealed cost saving, impulsive purchase, and viral marketing or word-of-mouth effect as the characteristics of social commerce. A hierarchical regression was employed to analyze the data from a survey with 136 collegeates in Seoul, It is found that the characteristics of social commerce (such as cost saving, impulsive purchase, and viral marketing or word-of-mouth) affect purchase intention of the consumer. The more they use the SNS for social commerce, the stronger influence of social commerce is reinforced. The result supports that the increase in the SNS users can lead to more prevalence of social commerce. In addition, it provides an critical data for the social commerce enterprises to design products and develop marketing communication strategy. Interestingly enough, unlike the past research findings, this research found that the lowest price does not always induce the social commerce customers. It is important in a sense that a social commerce company may lose its customers if it keeps a low-price strategy without appreciating dynamic and delicate consumer psychology. The finding is significant from a theoretical perspective.

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