Study on Chinese Repurchase Intention of Group-buying Social Commerce:The Moderating Role of Shopping Habit

공동구매형 소셜커머스에 대한 중국 소비자의 재구매 의도에 관한 연구:쇼핑습관을 조절변수로

  • Cheng, Shuang (School of Business Administration, Chonnam National University) ;
  • Lee, Kyeong-Rak (Free21+ e-Service Team, Chonnam National University) ;
  • Lee, Sang-Joon (School of Business Administration, Chonnam National University)
  • 천슈앙 (전남대학교 경영학부) ;
  • 이경락 (전남대학교 Free21+ e-Service 사업단) ;
  • 이상준 (전남대학교 경영학부)
  • Received : 2016.12.27
  • Accepted : 2017.02.20
  • Published : 2017.02.28


This is a study to examine the factors that affect group-buying social commerce users' repurchase intention. In order to verify research hypotheses, this paper collected data from 396 users who currently use the group-buying social commerce in China. We used the AMOS 22.0 analysis. The results show that value, trust and satisfaction are the strong predictors of repurchase intention. And Information quality, System quality and Service quality are the significant antecedents of value, trust and satisfaction. Finally, perceived value exerts stronger effect on repurchase intention for high-shopping habit customers, where as trust and satisfaction have higher influence on repurchase intention for low-shopping habit customers. Implications and limitations are discussed.

본 연구는 공동구매형 소셜커머스 이용자의 재구매의도에 미치는 영향을 알아보고자 시행된 연구이다. 연구 가설을 검정하기 위해 최근 중국에서 공동구매형 소셜커머스를 이용해 본 소비자를 대상으로 396부 설문지를 수집하였으며 AMOS 22.0으로 분석하였다. 연구의 결과는 다음과 같다. 첫째, 가치, 만족, 신뢰는 재구매의도에 유의한 영향을 미치고 영향강도는 만족, 신뢰, 가치인 것으로 나타났다. 둘째, 시스템품질, 서비스품질과 정보품질은 가치, 만족 및 신뢰에 유의한 영향을 미친 것으로 나타났다. 또한, 쇼핑습관의 조절효과에 대한 검증 중에서 쇼핑습관이 낮은 경우보다 높은 경우에 가치가 재구매의도에 더 영향을 미치고 쇼핑습관이 높은 경우보다 낮은 경우에 신뢰와 만족이 재구매의도에 더 영향을 미치는 것으로 검증하였다. 마지막으로 연구의 시사점과 한계점도 제시되었다.



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