HMR 선택속성이 만족 및 행동의도에 미치는 영향 = 소셜커머스 구매를 중심으로

다국어 초록 (Multilingual Abstract)

The purposes of the study were to examine the influence of the selection attributes related to the HMR products purchased via social commerce on customer satisfaction and behavioral intentions. To carry out the study, a total of 350 questionaries were distributed to customers who had past experience of purchasing HMR products via social commerce between July 1 and July 31, 2013, but only 250 were used for the analysis. Multi-regression analysis was used to examine which selection attributes related to the HMR products purchased via social commerce were significant. As a result, it was found that such attributes as diversity, affordability, and convenience had a positive effect on customer satisfaction. Also, Customer satisfaction significantly effect on behavioral intentions. The implication found in the study would help establish strategies to enhance customer satisfaction and positive behavioral intentions on HMR products purchased via social commerce.

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