• 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 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.

• Journal of Internet Computing and Services
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• v.12 no.6
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• pp.171-187
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• 2011

Due to the vitalization of the smart phones, mobile revolution has been started. The mobile revolution has elevated SNS service, which was once considered as just one of many communication tools, to the single most important communication method as well as diffusion of social commerce. Yet, there has not been an adequate study of the roles of SNS in the domestic social commerce market, which has gotten a lot of spotlights. Therefore, the purpose of this study is to investigate the influence of various characteristics of social commerce that it has an impact on the purchase intension as well as the moderating effects of SNS. For these purposes, this study has drawn up the characteristics of social commerce in cost cutting, impulse buy, social influence, decision support, word of mouth effect and etc. to prove the interaction effect of SNS. The regression analysis showed that the characteristics of all the social commerce are related to the dependent variable. As a result of drawing up the interaction effect of SNS, it has shown that the cost cutting and word of mouth have significant influence in the social commerce diffusion as the usage of SNS increased. In conclusion, the main implication of this study is to provide the basic grounds for social commerce business strategy as it investigated the characteristics of SNS and its relation.

• Management & Information Systems Review
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• v.38 no.2
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• pp.29-46
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• 2019

O2O services, a form of mobile commerce, are increasing due to the widespread use of smartphones and the rational consumption trend of young consumers. In addition, the introduction of Social Commerce's O2O service has transformed customer experience into innovation. Therefore, the purpose of this study is to investigate the effect of O2O service characteristics and social commerce provider characteristics on the social commerce 's O2O service as a social psychological image that consumers have at the point of purchase and use time, as a smart shopper feeling and a cheapness shopper feeling. And the relationship between consumer satisfaction and intention to use through Structure Equation Modeling, and to suggest the implications for O2O service management that can provide greater satisfaction to consumers by identifying the process of creating satisfaction of O2O service. The results of the study show that price discounts and scarcity of social commerce's O2O service characteristics have shown that it increases smart shopper feeling. Also, it was confirmed that brand awareness and ease of purchase, which are characteristics of social commerce, confirms the increase of cheapness shopper feeling. We also confirmed the effect of smart shopper feeling and cheapness shopper feeling on satisfaction. This satisfaction has a positive effect on the intention to use. The result of this study is that it is necessary to reduce the cheapness shopper feeling of consumers and to emphasize the price discount and scarcity so that the smart shopper feeling occurs in order to satisfy the consumers who purchase O2O service products.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.574-589
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• 2016

This research investigates the characteristics of the mobile social commerce and explores the moderating effects of perceived risk and price sensitivity. This survey targeted consumers in their 20s to 30s who use mobile social commerce applications. We used 261 questionnaires for the final statistical analysis. Descriptive analysis, factor analysis, reliability analysis, and hierarchical regression analysis were applied in the data analysis. The results are summarized as follows. First, characteristics of mobile social commerce are composed of economics, informativeness, entertainment and promotion. Second, perceived risk (which had a negative effect on purchase intention) had moderating effects between perceived risk and economics or entertainment. Third, price sensitivity (which had a positive effect on purchase intention) had a moderating effect between price sensitivity and promotion. This study contributes to the disclosure of the role of perceived risk and price sensitivity as moderating factors between the characteristics of mobile social commerce and purchase intention. Finally, useful implications (both academic and practical) are provided for fashion retail managers.