The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Social Group Factors Impacting the Customer Satisfaction, Trust and Intention to Re-purchase in Social Commerce and the Moderating Effects of Utilitarian Value

소셜집단특성이 소셜커머스 재구매의도에 미치는 영향과 실용적 가치의 조절효과

  • Received : 2012.12.11
  • Accepted : 2013.04.28
  • Published : 2013.06.30
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Abstract

The main purpose of this study is to understand how the characteristics of social network services' social group can impact customer satisfaction, trust and repurchase intention. For this, this study extracts five social group factors(word of mouth effect, social interaction, collectivism, variety seeking, information seeking) based on relevant literature reviews. In addition, the study examines the moderating effects of utilitarian value on the relationships between customer satisfaction and trust and intention to repurchase. The proposed model of this study is empirically tested using survey data collected from 220 social commerce users. The results indicated that social group factors except social interaction were positively related to customer satisfaction. In addition, social group factors except social interaction and information seeking were positively related to trust. The results also showed that customer satisfaction and trust had a significant influence on intention to repurchase. The moderating effects of utilitarian value also was significant. The results of this study presented the strategic implications for social commerce firms.

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References

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