소셜커머스의 이용동기 요인이 재이용의도에 미치�� 영향에 관한 연구: 소셜커머스 만족도의 매개효��를 중심으로

다국어 초록 (Multilingual Abstract)

Along with the popularization of smart phones, device users may access SNS(social network service) anywhere and anytime. Social commerce which composed of e-Commerce and SNS accompanies rapid growth creating new business models.
However, recently social commerce companies have faced many operational problems causing corresponding damages to the customers.
Therefore this study focused on the consumer's motivation for using social commerce. The study examined the effects of consumer motivation on the customer satisfaction and reuse intention of social commerce. The sample of this study represents undergraduate students and other general public in Seoul and Gumi cities.
The results showed the significant effect of economic and social motivation on the customer satisfaction and reuse intention of the social commerce. Specifically, the economic motivation appeared to have the largest effect on the satisfaction of social commerce, and the social motivation showed the largest effect on the reuse intention of social commerce.
Even though the economic motivation provided by outstanding discount on the price gives customer's satisfaction in the short term, social motivation such as the acquaintance's recommendation involves continuous reuse intention in the long term.
Both economic and social motivation appeared to have a mediating effect of customer satisfaction on the reuse intention, also this paper revealed psychological mechanism that the reuse intention is affected by motivation factors through the customer satisfaction.
Many social commerce companies are focusing on economic motivations such as big discounts, not taking into consideration the social motivation. This study tested the critical use of motivation factors for social commerce and emphasized the importance of the social motivation which can provide the strategic use of SNS for the companies.
With respect to limitation, this study did not consider another geographical regions, and difference of customer's purchase tendency by regional groups. Also, this paper did not take the other use motivation factors and characteristics which can affect satisfaction and reuse intention in social commerce into consideration, but recognized only importance of motivation factors in social commerce.
The future research should consider advertising effect on customers using social commerce, and the various risk factors perceived by them.

목차 (Table of Contents)

• <목 차>
• Abstract
• 제 1 장 서론
• 1.1 연구의 필요성
• 1.2 연구목적 및 연구방법
• 제 2 장 이론적 배경
• 2.1 소셜커머스
• 2.2 소셜커머스 이용동기에 관한 선행연구
• 2.3 이용동기와 만족도에 관한 선행연구
• 2.4 재이용의도에 관한 선행연구
• 제 3 장 연구모형 및 가설설정
• 3.1 연구모형
• 3.2 가설 설정
• 3.3 변수의 조작적 정의 및 측정
• 제 4 장 실증분석
• 4.1 표본선정 및 자료수집
• 4.2 인구통계학적 특성
• 4.3 측정도구의 타당도 검정
• 4.4 변수들 간의 상관관계 분석
• 4.5 가설검정
• 제 5 장 결론
• 5.1 연구결과의 요약
• 5.2 연구의 시사점 및 한계점
• 5.3 제언 및 향후의 연구방향
• [참고문헌]
• [설문지]