Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Shopping Value on Fashion Shopping Satisfaction and Future Behavioral Intention in Fashion Social Commerce

패션 소셜커머스에서 쇼핑가치가 패션쇼핑 만족 및 미래 행동의도에 미치는 영향

  • Yang, Heesoon (Dept. of Textile & Clothing Design, Kyung Hee University) ;
  • Choi, Eun Jung (Dept. of School of Business, Sangmyung University)
  • 양희순 (경희대학교 의류디자인학과) ;
  • 최은정 (상명대학교 경영학과)
  • Received : 2013.08.30
  • Accepted : 2014.05.13
  • Published : 2014.06.30
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Abstract

This study investigated the effect of consumers' shopping value in social commerce on consumers' fashion shopping satisfaction and future behavioral intention. Respondents were limited to consumers aged 20 to 39 who had recently purchased fashion products through social commerce over the last month. The final analysis used 318 samples. Descriptive statistics, Cronbach's alpha, confirmatory factor analysis, and structural equation model were conducted. The results are as follows. First, hedonic and utilitarian shopping value significantly influenced consumers' fashion shopping satisfaction in social commerce. Hedonic shopping value was more strongly related to fashion shopping satisfaction. Second, fashion shopping satisfaction in social commerce had an effect on behavioral intention and SNS word-of-mouth. Behavioral intention consisted of repurchase intention and recommend intention. SNS word-of-mouth intention represented word-of-mouth intention using SNS such as Facebook and Twitter. When consumers were satisfied with their shopping experience, they were willing to have re-patronage intentions and SNS word-of-mouth intention. The results suggested that social commerce should try to raise consumers' fashion shopping satisfaction in social commerce and offer a pleasant experience. Also, social commerce should try to be connected to SNS such as Facebook and Twitter to increase word-of-mouth intention.

Keywords

References

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