Study of the influential factors of repurchase intention and word-of-mouth intention of men in their 20s and 30s in social commerce

서지정보

· 발행기관 : 복식문화학회
· 수록지 정보 : 복식문화연구 / 25권 / 1호
· 저자명 : Su-Yun Shin

영어초록

Social commerce is a kind of internet shopping mall in which consumers purchase the products with other consumers through mutual interactions including the development of SNS(social network service). Social commerce has expanded rapidly as a mainstream online shopping mall over the past five years driving consumers to purchase more fashion products providing the cheaper prices than open market internet shopping mall. The purpose of this study is to identify the important parameters of social commerce characteristics and consumer characteristics that affect repurchase intention and wordof-mouth intention. A 221 survey questionnaire was distributed to men in their 20s and 30s who live in Seoul metropolitan area. The data were analyzed utilizing Cronbachs , factor analysis, and regression analysis using the SPSS 18.0 program. The results revealed, first, that in terms of social commerce characteristics, three variables(website reputation, interactivity, and product scarcity) influenced repurchase intention. Among them, website reputation identified as the most important factor influencing repurchase intention and word-of-mouth intention. Second, with regard to consumer characteristics, interest and a tendency toward impulse buying affected the repurchase intention, and interest and internet shopping experience have influenced the word-of-mouth intention. Among three variables interest in social commerce identified as the key factor affecting both repurchase intention and word-of-mouth intention. The results of the study provide the practical implications and suggest the business strategies to enhance social commerce in the future by identifying the key social commerce characteristics and consumer characteristics that influence male consumers buying behaviors.

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