Effect of Word of Mouth, Social Presence, and Flow on Intent to Use in Korean Collegians' Social Commerce Context

서지정보

· 발행기관 : 한국청소년학회
· 수록지 정보 : 청소년학연구 / 23권 / 4호 / 177 ~ 198페이지
· 저자명 : 주지혁, 최명구

초록

The consumption of modern people is not only purchasing necessities but also pursuing pleasure. Modern people could consume via the diverse channels, of which an emerging channel is social commerce. The study aims to explore Korean collegians' social commerce behavior, and analyzes causalities among word-of-mouth (WOM), social presence (SP), flow, and intention to use social commerce (ITU) through PLS path modeling method. The study found SP-ITU path not significant, while all the other paths supported the proposed hypotheses. Particularly, we found that WOM, as an essential of social commerce, motivates consumers' perception of presence and intent to use social commerce. The results means that practitioners need to encourage consumer to express favorable WOMs by offering incentives. Moreover, the devices facilitating consumers' SP, WOM as well, need to be provided for consumers because SP has an indirect and strong effect on ITU, mediated by flow, but does not affect ITU directly. Finally, suggestions for future research were discussed.

참고자료

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