• Journal of Digital Convergence
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• v.14 no.3
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• pp.143-150
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• 2016

We analyzed the relationship among customer value, satisfaction and continuous use intention of tourism social commerce in this study. And also we observed the moderating effects of regulatory focus on the relationship between customer value and satisfaction. As the results, we found partially positive relationship between customer value and satisfaction and positive relationship between satisfaction and continuous use intention of tourism social commerce. The regulatory focus partially moderated the relationship between customer value and satisfaction. Finally we emphasize the importance of customer value, enhancing promotion focus and weakening prevention focus for continuous use intention of tourism social commerce.

• Journal of Industrial Convergence
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• v.19 no.6
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• pp.73-79
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• 2021

The purpose of this study was to find out how the importance and satisfaction of social commerce selection factors perceived by social commerce users differ, and how social commerce selection factors affect repurchase intention. A survey was conducted for 17 days from September 1st to September 17th, 2021, and 316 copies were used for empirical analysis. As a result of the analysis, the selection factors of social commerce were divided into six factors: safety, convenience, economy, informativity, collectivity, and SNS relevance. IPA results were in the order of convenience in the first quadrant, relevance and informativity in the second quadrant SNS, collectivity in the third quadrant, stability in the fourth quadrant, and economy. In the relationship between social commerce selection factors and repurchase intention, convenience, economy, safety, and information among social commerce selection factors were found to have a significant influence on repurchase intention. As a result of this study, it was confirmed that if existing social commerce was important at an affordable price, convenience is more important for non-face-to-face commerce in the COVID-19 situation. It is considered important to have a system that can continuously identify and preemptively respond to users' shopping trends through IPA.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.337-343
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• 2022

This study attempted to find out whether there is a difference between social commerce and TV home shopping in the relationship between the purchasing decision factors and the purchasing intention of accommodation product buyers. A survey was conducted for 20 days from March 7 to March 26, 2022, and 205 copies were used for empirical analysis. As a result of the analysis, the purchasing determinants were divided into four factors: reliability, playability, convenience, and economy. As a result of the analysis, it was found that the purchase determinants influenced the purchase intention in the order of playability, reliability, economy, and convenience, while social commerce had the greatest influence on playfulness and home shopping. Social commerce is considered to be important in terms of persuasion based on the product information provided, and consideration of how lively and enjoyable home shopping creates broadcasting videos.