SNS기반 소셜커머스 환경에서 구전정보의 이용동기와 상호작용성이 플랫폼신뢰와 구매의도에 미치는 영향 - 중국 WeChat을 중심으로 (Impact of Usage Need Fulfillment and Interactivity on Platform Trust and Purchase Intention in the Context of Mobile SNS-based Social Commerce - Focusing on WeChat)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 17권 / 1호 / 37 ~ 67페이지
· 저자명 : 곡민, 김재전, 최수정

초록

This study examines that users’ usage need fulfillment and interactivity are determinants of platform trust in the context of WeChat which is the most popular social networking service based on smart phones in China. As social network services (SNSs) are turning to a commerce tool from a communication tool, this study also examines that the role of platform trust is a determinant of purchase intention. Moreover, this study identifies antecedents of the usage need fulfillment such as eWOM and interactivity dimensions and verifies their effects on platform trust in the WeChat-based social commerce setting.
To test the proposed hypotheses, this study conducted an AMOS 20.0 analysis with a total of 482 data items collected from WeChat users in China. The key findings are as follows: First, instrumental and social need fulfillment in the usage need fulfillment dimension positively influence platform trust. Second, responsiveness control, two-way communication and ubiquitous connectivity in interactivity dimension positively influence platform trust. Third, platform trust is a determinant of purchase intention.

영어초록

This study examines that users’ usage need fulfillment and interactivity are determinants of platform trust in the context of WeChat which is the most popular social networking service based on smart phones in China. As social network services (SNSs) are turning to a commerce tool from a communication tool, this study also examines that the role of platform trust is a determinant of purchase intention. Moreover, this study identifies antecedents of the usage need fulfillment such as eWOM and interactivity dimensions and verifies their effects on platform trust in the WeChat-based social commerce setting.
To test the proposed hypotheses, this study conducted an AMOS 20.0 analysis with a total of 482 data items collected from WeChat users in China. The key findings are as follows: First, instrumental and social need fulfillment in the usage need fulfillment dimension positively influence platform trust. Second, responsiveness control, two-way communication and ubiquitous connectivity in interactivity dimension positively influence platform trust. Third, platform trust is a determinant of purchase intention.

참고자료

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