Journal of the Korea Society of Computer and Information (한국컴퓨터정보학회논문지)

Korean Society of Computer Information (한국컴퓨터정보학회)
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Effects of Information Quality on Customer Satisfaction and Continuous Intention to use in Social Commerce

소셜 커머스 사이트에서의 정보품질이 소비자의 만족과 지속적 이용의도에 미치는 영향

  • 전병호 (서울여자대학교 교양학부) ;
  • 강병구 (고려대학교 경상대학 경영학부)
  • Received : 2013.01.31
  • Accepted : 2013.03.13
  • Published : 2013.03.30
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Abstract

Social commerce has not been studied in depth as it is a more common recent phenomenon. Especially, social commerce has not been examined academically in terms of information quality despite its importance. The purpose of this paper is to investigate the effects of information quality on customer satisfaction and continuous intention to buy in social commerce market. This study addresses two research questions as following. First, this study aims to examine the effects of information quality on customer satisfaction and then investigate the relationship between customer satisfaction and continuous intention to use in social commerce market. According to the result of analysis, all aspects of information quality except price information quality were found to be significantly related to the customer satisfaction. Finally, customer satisfaction was shown to be significantly related to the continuous intention to use. This study has academic and practical significance in that it analyses the customer satisfaction in terns of information quality and then provides strategic guide for enhancing customer satisfaction in rapidly developing social commerce market.

소셜 커머스에서 정보품질의 중요성에도 불구하고 소셜 커머스가 최근에 등장한 사회적 현상인 관계로 정보품질의 관점에서 심층적인 실증 연구나 학문적 접근이 이루어지지 않고 있다. 이에 본 연구에서는 소셜 커머스 소비자의 만족과 지속적 이용의도에 미치는 영향을 정보품질에 초점을 맞추어 살펴보고자 한다. 구체적으로 소셜 커머스가 제공하는 상품, 가격, 서비스, 판매자와 관련된 정보품질이 소비자의 만족도와 지속적 이용의도에 미치는 구조적 관계에 대해 확인해 보고자 하는 것이 본 연구의 주요한 목적이다. 연구 결과에 따르면 가격 정보품질을 제외한 상품, 고객서비스, 판매자 정보품질은 소비자의 만족도에 유의한 영향을 미치는 것으로 나타났다. 또한 소셜 커머스에 대한 소비자의 만족은 지속적 이용의도에 유의한 영향을 미치는 것으로 나타났다. 본 연구의 결과를 통해 지속적으로 발전하는 소셜 커머스 시장에서 소비자 만족을 높이기 위한 전략적 시사점을 제공해 줄 수 있을 것이다.

Keywords

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