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홍태호 ( Tae Ho Hong ),박지영 ( Lian Ying Pei ),배련영 ( Soo Hyung Choi ),최수형 ( Ji Young Park ) 한국정보시스템학회 2012 情報시스템硏究 Vol.21 No.2
In this paper, we identified the factors influencing on the continuous use intention of social commerce and analyzed the proposed model empirically using structural equation model, which was developed by considering hedonic and utilitarian shopping value, trust, satisfaction, familiarity, social influence, and perceived price. We collected data for this study by surveying the consumers who had an experience of purchasing through social commerce. An analysis of 212 respondents indicated that utilitarian and hedonic shopping value influenced on satisfaction as both of shopping value are significant statistically. Social commerce gives more attraction their consumers by reducing the price to half, whereas they are expected to present playfulness of shopping. Familiarity, social influence, and perceived price are influential factors in a purchase of social commerce sites. We discuss the implications of our findings for both theory and practice.