• International Journal of Advanced Culture Technology
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• v.9 no.4
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• pp.431-438
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• 2021

We conducted this study to identifythe impact of mobile social commerce service quality on customer satisfaction and repurchaseintentions. The survey method used the self-recording way in which the respondents selected for the study and distributed 300 questionnaires, and with due personal care, researchers collected all the distributed questionnaires. The service quality in mobile social commerce has been selected as a factor of price, convenience, interaction and information through previous research. The results of this study are summarized as follows: First, the mobile social commerce service quality attributes all affected significantly(p<.05) customer satisfaction and the beta value of Economic Efficiency was the highest among the service quality attributes. Second, also the customer satisfaction influenced on consumer repurchase intentions significantly(p<.05).Based on the results of this study, we should strive to establish effective marketing strategies in the mobile social commerce industry.

• Asian Journal of Business Environment
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• v.8 no.1
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• pp.31-38
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• 2018

Purpose - This study aimed to verify some cues for invigorating sales of mobile social commerce companies by analyzing differences in consumers' perceptions on characteristics of mobile commerce, after applying the step 1 of strategy deduction approach using the differences in their perceptions. Research design, data, and methodology - Efficient questionnaires of a total of 365 respondents who answered the questions about the importance of and the satisfaction with 14 characteristics of social commerce were returned, and then, paired-samples t-test and IPA by all respondents, gender, age and incomes were conducted. Results - The analysis showed that a maintenance/reinforcement strategies planned by companies are required for some factors including discount rate at the first quadrant, while active improvement strategies are required for others including reliability and interactivity at the second quadrant. Conclusions - The findings show that different marketing strategies should be established for each consumer who often uses mobile social commerce, and that more effective and efficient performance of mobile social commerce may be acquired by establishing and operating active improvement strategies.

• 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.

• Asia Marketing Journal
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• v.18 no.2
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• pp.25-44
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• 2016

This research was implemented by using TRAM model. An existing research (Ok 2011) which dealt with technology readiness and social commerce at once had only asked consumers' attitude on 'general technology'. This research, however, has specifically focused on Social Network Service and mobile social commerce. Research hypotheses and research model were developed and tested by using 610 consumer survey data. It was found that individual's positive/negative technology readiness has a direct influence positively/negatively on perceived ease of use and perceived trust respectively. Also their positive and negative technology readiness has an indirect influence positively/negatively on perceived usefulness. Thus someone's positive and negative attitude on SNS has a different direction towards the perception of mobile social commerce. Perception on mobile social commerce depends on their attitude (positive or negative) concerning SNS. Managerial implications and limitations of the study were also discussed.

• 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 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.

• Journal of Intelligence and Information Systems
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• v.21 no.4
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• pp.53-77
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• 2015

Mobile commerce provides a convenient shopping experience in which users can buy products without the constraints of time and space. Mobile commerce has already set off a mega trend in Korea. The market size is estimated at approximately 15 trillion won (KRW) for 2015, thus far. In the Korean market, social commerce and open market are key components. Social commerce has an overwhelming open market in terms of the number of users in the Korean mobile commerce market. From the point of view of the industry, quick market entry, and content curation are considered to be the major success factors, reflecting the rapid growth of social commerce in the market. However, academics' empirical research and analysis to prove the success rate of social commerce is still insufficient. Henceforward, it is to be expected that social commerce and the open market in the Korean mobile commerce will compete intensively. So it is important to conduct an empirical analysis to prove the differences in user experience between social commerce and open market. This paper is an exploratory study that shows a comparative analysis of social commerce and the open market regarding user experience, which is based on the mobile users' reviews. Firstly, this study includes a collection of approximately 10,000 user reviews of social commerce and open market listed Google play. A collection of mobile user reviews were classified into topics, such as perceived usefulness and perceived ease of use through LDA topic modeling. Then, a sentimental analysis and co-occurrence analysis on the topics of perceived usefulness and perceived ease of use was conducted. The study's results demonstrated that social commerce users have a more positive experience in terms of service usefulness and convenience versus open market in the mobile commerce market. Social commerce has provided positive user experiences to mobile users in terms of service areas, like 'delivery,' 'coupon,' and 'discount,' while open market has been faced with user complaints in terms of technical problems and inconveniences like 'login error,' 'view details,' and 'stoppage.' This result has shown that social commerce has a good performance in terms of user service experience, since the aggressive marketing campaign conducted and there have been investments in building logistics infrastructure. However, the open market still has mobile optimization problems, since the open market in mobile commerce still has not resolved user complaints and inconveniences from technical problems. This study presents an exploratory research method used to analyze user experience by utilizing an empirical approach to user reviews. In contrast to previous studies, which conducted surveys to analyze user experience, this study was conducted by using empirical analysis that incorporates user reviews for reflecting users' vivid and actual experiences. Specifically, by using an LDA topic model and TAM this study presents its methodology, which shows an analysis of user reviews that are effective due to the method of dividing user reviews into service areas and technical areas from a new perspective. The methodology of this study has not only proven the differences in user experience between social commerce and open market, but also has provided a deep understanding of user experience in Korean mobile commerce. In addition, the results of this study have important implications on social commerce and open market by proving that user insights can be utilized in establishing competitive and groundbreaking strategies in the market. The limitations and research direction for follow-up studies are as follows. In a follow-up study, it will be required to design a more elaborate technique of the text analysis. This study could not clearly refine the user reviews, even though the ones online have inherent typos and mistakes. This study has proven that the user reviews are an invaluable source to analyze user experience. The methodology of this study can be expected to further expand comparative research of services using user reviews. Even at this moment, users around the world are posting their reviews about service experiences after using the mobile game, commerce, and messenger applications.

• International Commerce and Information Review
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• v.16 no.3
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• pp.25-50
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• 2014

This study is to identify the factors and explore the moderating effects of gender in influencing customer behavioral intention to adopt mobile commerce in Shanghai and Guangzhou in China. An extended study based on TRA, TPB and TAM, UTAUT, technology adoption model is applied for designing on this study model of behavioral intention to adopt mobile commerce focused on emotional variables and cross-gender differences. The results of analysis reveal that the effects of perceived risk, personal innovativeness, individual familarity and social influence on behavioral intentions to adopt mobile commerce as well as to differ across gender. Differences cross gender is specially the perceived risk and social influence. Findings imply that mobile commerce operators need to be communicated to female consumers, the risk-free quality including security, payment and certification system along with the social influence of using mobile commerce. When targeting female consumers in China, the word of mouth marketing strategic approach and improvement of communications of mobile commerce should be focused.

• 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.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.