The Journal of Korean Institute of Information Technology (한국정보기술학회논문지)

Korean Institute of Information Technology (한국정보기술학회)
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A Study on User Characteristics and Social Commerce Factors that Impact Repurchase Intentions in Mobile Social Commerce

모바일 소셜커머스의 재 구매의도에 영향을 미치는 이용자 특성과 소셜커머스 특성에 관한 연구

  • Received : 2016.03.17
  • Accepted : 2016.04.19
  • Published : 2016.07.31
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Abstract

This study investigated the user characteristics and mobile social commerce characteristics that affected repurchase intentions in mobile social commerce. The study also investigated whether or not perceived values have mediating effects between users and social commerce characteristics, and repurchasing intentions. In addition, this research examined whether or not cognitive dissonance has moderating effects between perceived values and repurchase intentions. According to the results of the research, social intelligence and impulsive buying are two user characteristics that have significant impacts on both utilitarian value and hedonic value. However, price sensitivity has a significant impact on hedonic value only. Furthermore, instant connectivity and location-based services are social commerce characteristics that have a significant impact on both utilitarian value and hedonic value. Also, Utilitarian value and hedonic value were shown to have a significant impact on repurchasing intentions. As for the moderating effect of cognitive dissonance, research showed that only the hedonic value has a moderating effect on repurchase intentions.

본 연구는 모바일 소셜커머스 이용자의 특성과 모바일 소셜커머스 특성이 지각된 가치 및 재 구매의도에 어떠한 영향을 미치는 요인을 분석하고 인지부조화가 지각된 가치와 재 구매의도와의 관계에서 조절효과를 가지는가를 분석하는데 그 목적이 있다. 연구결과, 이용자 특성 중 소셜지성과 충동구매는 실용적 가치와 유희적 가치에 유의한 영향을 미치는 것으로 나타났으나 가격민감성은 유희적 가치에만 유의한 영향을 미치는 것으로 나타났다. 그리고 소셜커머스 특성의 즉시접속성과 위치기반제공성은 실용적 가치와 유희적 가치에 유의한 영향을 미치는 것으로 나타났으나 가격할인율은 실용적 가치에만 유의한 영향을 미치는 것으로 나타났다. 또한, 실용적 가치와 유희적 가치는 재 구매의도에 유의한 영향을 미치는 것으로 나타났으며 인지부조화의 조절효과에서는 유희적 가치가 재 구매의도 간의 조절효과가 유의한 것으로 나타났다.

Keywords

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