A Study on the Competition Among Social Commerce Company Based on the Theory of Uses and Gratification of Online Consumer

서지정보

· 발행기관 : 국제e-비즈니스학회
· 수록지 정보 : e-비즈니스연구 / 17권 / 5호 / 3 ~ 20페이지
· 저자명 : 안상준, 김태환

초록

This study is to demonstrate the com petitive relationship of social commer ce companies depending on usage gr atification factors for users in Korea by verifying usage gratification factors of consumers based on usage and gr atification theory and competitive rela tionship of social commerce compani es through niche theory. As a result of analysis of difference in the niche breadth across dimensions of gratific ations of individual social commerce companies, the hypothesis that niche breadth has difference across compa nies was selected. Accordingly, the h ypothesis that there would be high nic he overlap among social commerce companies was selected. Although thi s study is meaningful in that it analyz ed the plan to generate successful pe rformance of social commerce and th e competitive superiority among com panies according to users' gratificatio n in terms of marketing

참고자료

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