소셜커머스를 통한 상품구매에 영향을 미치는 요인에 관한 연구 : 시간제약과 판매수량정보를 중심으로

초록

This study is an attempt to examine the effects of time constraint and the quantity of products sold, among other factors that characterize social commerce, on consumers' perceived price discount and product purchase intention. Through a controlled online experiment, a significant interaction effect between time constraint and the product quantity information, which means that the effect of the quantity of products sold on purchase intention varied depending on whether time constraint existed. More specifically, when there was a time constraint, participants' perceived price discount rate and purchase intention increased as the quantity of products sold increased, while the opposite was the case with no time constraint. Further, it was found that such interaction or moderation effects were exerted through consumers' subjective perception of price discount rates. This suggests that the moderation effects on consumers' purchase intention were mediated by their perceived discount rates. Discussion of the experimental findings and their theoretical and practical implications on managing social commerce environment are followed.

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