• Journal of Digital Convergence
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• v.18 no.8
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• pp.435-446
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• 2020

The objectives of this study are to understand the factors composing the attributes of mobile social-commerce shopping mall and the characteristics of shopping mall business, and also to verify the effects of those attributes on the shopping satisfaction and shopping mall loyalty. The respondents participating in this study are the consumers who have experiences in purchasing fashion clothing in mobile social-commerce shopping mall within the last one year. The results of this study are as follows. First, the personally-customized service and convenience of shopping mall had positive effects on the social-commerce shopping satisfaction. Second, the personally-customized service and diversity of products had positive effects on the shopping mall loyalty. Third, the reputation of shopping mall of the characteristics of social-commerce shopping mall business had positive effects on the shopping satisfaction and shopping mall loyalty. This study above could provide the important implications for the establishment of marketing strategies for vitalizing the fashion clothing market of social-commerce shopping mall.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.113-125
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• 2019

Mobile social commerce is one of the fastest growing distribution channels in recent years. Therefore, it is important to understand customer's buying behavior in mobile social commerce in order to continuously grow in the competitive mobile social commerce market. To achieve the purpose of this study is to investigate how impulsive buying behaviors are applied in mobile shopping and how factors affect impulse purchasing in online shopping. In order to verify the hypothesis, we surveyed the customers who have experiences of using mobile social commerce and analyzed 280 valid data by Smart PLS 3.0. As a result, it was confirmed that consumers' innovation and purchasing experience influenced impulse purchase in mobile social commerce, and scarcity messages among information attributes affect impulse buying. Through this study, impulsive buying behavior which is a frequently analyzed variable in an online shopping context will be extended to the mobile shopping context. and it will provide practical implications for customer strategy establishment in mobile social commerce market.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2022.05a
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• pp.599-601
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• 2022

Due to the increase in the use of smartphones after the 4th industrial revolution, the market size of mobile shopping is growing as mobile shopping using smartphones rather than internet shopping using PCs increases. With the rapid growth of the mobile shopping market, online social commerce and open markets have grown.

• Journal of Digital Convergence
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• v.16 no.8
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• pp.89-98
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• 2018

The emergence of the mobile commerce market as a new megatrend, mobile shopping is becoming an important distribution channel in the domestic online shopping market. The purpose of this study is to classify shopping values perceived by mobile social commerce users into a utilitarian value and a hedonic value explained and to empirically examine the effects of social commerce characteristics on the purchase intention and shopping values in mobile social commerce. conclusion, this implies that site providers and sellers need to try to supply cheaper and more economical products than those offline and provide the most effective and optimum information and service so sellers and consumers can exchange messages with each other and create meanings.

• Journal of Internet Computing and Services
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• v.15 no.6
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• pp.133-144
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• 2014

As the Internet and smartphones prevail, this study investigated the purchasing factors of a new beauty marketing method, the social commerce, and verified the relationship of such purchasing factors to consumer satisfaction and repurchasing intentions. In order to verify the validity of purchasing factors, five sub-factors, such as service, price, interaction, convenience, and interest were classified, while consumer satisfaction and repurchasing intentions are grouped into one factor, using data about 20-39 years old. According to results of this study, purchasing factors in the beauty service markets through social commerce that had effects on the consumer satisfaction were price, service, convenience, and interest, but no relationship was found with interaction. We can predict that consumers buy not based on community activities among buyers or purchasing comments of others, but rather his/her own subjective thoughts and opinions about the services. As the result of repurchasing intention according to purchasing factors, affecting sub-factors were price, service, and convenience. Repurchasing intention is an positive response that reflects satisfactions. Since low price, satisfaction on the service, and convenience for busy modern people should be met, repurchasing intentions are not affected by interest, but rather systematic and professional service. Also, higher satisfaction on service raises repurchasing intention. In this study, it is clear that not only purchasing factors through social-commerce effect the satisfaction and the repurchasing intention, but also consumer satisfaction mediates partly purchasing factors and the repurchasing intention. And as sub-factors of purchasing factors, price, service, or convenience are more important to the consumer satisfaction than community or replies activities. Thus differentiated and professional customer service, the establishment and enhancement of trendy marketing should improve long term repurchasing intentions. This will lead to the increasing revenue of personal-shop and the developments of beauty markets, so strengthening product sourcing and promotion suitable for mobile shoppers are essential.

• Journal of Distribution Science
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• v.17 no.10
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• pp.73-81
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• 2019

Purpose - The purpose of this study was to examine the effect of the heuristic type of consumers affecting purchase decision making and the intention of shopping value in their relationship to derive mobile social commerce purchase promotion plans. Research design, data, and methodology - A research model was constructed to relate the mediating effect of shopping value between heuristic types and purchase intentions. A total of 233 valid questionnaires were used for analysis for users using mobile social commerce. The statistical program used SPSS 24.0 and AMOS 24.0, and correlation analysis, regression analysis, and 3-step parametric regression analysis were used for the analysis. Results - The results of the analysis showed that representativeness heuristics, availability heuristics, adjustment heuristics, and affect heuristics had a statistically significant effect on the utilitarian value and the hedonic value. On the other hand, affect heuristics among the heuristic types were found to have the greatest influence not only on the utilitarian value but also on the hedonic value. The two types of shopping value were found to be partially mediated between representativeness heuristics and purchase intentions, between adjustment heuristics and purchase intentions, and fully mediated between availability heuristics and purchase intentions, affect heuristics and purchase intentions. Conclusions - These findings suggest that mobile social commerce companies should check in advance how consumer heuristic types affect purchase intentions. In particular, affect heuristics are caused by consumers' emotional mood such as mood or external stimulus being more important to decision making than rational decision making. Therefore, the result of this study suggests that it can be an important factor to secure the competitiveness that the potential customers who access to use mobile social commerce can feel enough fun and enjoyment in the platform provided by the company. It is also worth paying attention to the utilitarian and hedonic values perceived by consumers. This is because the judgment regarding the economic, convenience and important information provided by the mobile social commerce users affects the purchase intention through the trust of the information, past use, and shopping experience displayed on the mobile social commerce platform.

• Journal of Venture Innovation
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• v.6 no.4
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• pp.99-111
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• 2023

This study aims to confirm that consumers' satisfaction with online shopping websites has changed to a phenomenon different from the past. In other words, in a situation where the use of e-commerce is expanding worldwide after the pandemic and various types of commerce such as mobile commerce and social commerce are formed, the consumer's information processing and decision-making process are meaningful in examining the behavior that has been changed based on the perceived motivation level of consumers by the new environment according to the consumption value and personal characteristics perceived by the consumer. In other words, the purpose of this study was to investigate the effect of consumption value and need for cognition on the satisfaction toward online websites as a mediating role in the trust of the website. As a result of testing Hypothesis 1, not only the hedonic value of the consumer for the website but also the utilitarian value had a positive influence on the satisfaction toward the website, and in particular, the utilitarian value showed a relatively greater influence than the hedonic value. However, the negative relationship between the need for cognition and satisfaction was found to be at a significant level under one-sided verification. In Hypothesis 2, only the utilitarian value among the consumption values of 2-1 showed a positive effect on satisfaction through a mediating role of trust. It was confirmed that the utilitarian value among the consumption values was an important factor in the satisfaction toward the website. The significance of this study is that, unlike previous research results, not only consumption value based on senses and emotions but also utilitarian value has a greater influence. Therefore, utilitarian value and need for cognition have a stronger influence on satisfaction if they play a mediating role based on the trust of the website used by consumers. These findings reflect the current market trend of online consumption, and they are helpful in the management and strategy of online websites based on consumer behavior understanding and major factors.