소셜커머스의 서비스품질과 특성이 가치, 만족도와 재구매의도에 미치는 영향 = (The)effects of social commerce service quality and characteristics on perceived value, satisfaction and repurchasing

다국어 초록 (Multilingual Abstract)

Master's Thesis

The Effects of Social Commerce Service Quality and Characteristics on Perceived Value, Satisfaction and Repurchasing.

Joo-young Park

Department of Business Adminstration
Graduate School
Kyungsung University

Advisor : Lee Sang Sik

Abstract

As a social network's proportion is becoming larger as a method for people to share information, interest in social commerce utilizing a social network is also increasing as well. Social commerce sells products or service at a discounted price about 30~80% of the orignal prices once the minimum number of people is met within a certain period of time. However, although interest in social commerce is increasing, the studies on social commerce are limited.
Therefore, the purpose of this study is to verify social commerce service quality and characteristics that affect a perceived value, satisfaction and repurchasing.
A summary in this study is as follows.
First, social commerce service quality factors that include cheap price, responsiveness, communication, information of products, and usefulness have affected perceived value. And social commerce characteristics that include price discounts, security/privacy, SNS connection, a variety of products and interaction have affected perceived value.
Second, in this study, the perceived value was identified as a time-related value, psychology value and economic value. These values have affected satisfaction and repurchasing and it has been verified that satisfaction have affected repurchasing.
The results of the study are as follows:
First, social commerce service have positive influence on value. And social commerce characteristics have positive influence on value.
Second, value have positive influence on satisfaction and repurchasing.
Finally, satisfaction have positive influence on repurchasing.
Thus, this study may contribute to find the effect of the perceived values among social commerce service quality, characteristics, satisfaction, and repurchasing.
The limitations are as followed. First, respondents are almost 20's and this fact limits the generalization of the research results. Second, because theoretical background of social commerce service quality and characteristics was not enough, this study have used only limited variables for social commerce quality and characteristics. On the basis of this study, future study related on social commerce is needed.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 목적 1
• 제2절 연구의 내용 및 범위 2
• 제2장 이론적 배경 4
• 제1절 서비스품질 4
• 제2절 인터넷 쇼핑몰의 서비스품질 5
• 제3절 소셜커머스의 개념과 특성 9
• 1. 소셜커머스의 개념 9
• 2. 소셜커머스 특성 12
• 1) 가격할인 13
• 2) SNS연계 14
• 3) 상품다양성 15
• 4) 상호작용성 15
• 5) 보안/프라이버시 16
• 제4절 가치 17
• 제5절 만족도와 재구매의도 19
• 1. 만족도 19
• 2. 재구매의도 20
• 제3장 연구방법
• 제1절 연구모형 및 가설설정 22
• 1. 연구모형 22
• 2. 가설설정 23
• 1) 서비스품질과 가치 23
• 2) 소셜커머스 특성과 가치 24
• 3) 가치와 만족도 26
• 4) 만족도와 재구매의도 27
• 제2절 연구설계 28
• 1. 표본선정 및 분석방법 28
• 2. 조작적 정의 및 설문지 구성 28
• 1) 소셜커머스의 서비스품질 변수의 조작적 정의 28
• 2) 소셜커머스 특성 변수의 조작적 정의 29
• 3) 가치의 조작적 정의 30
• 4) 만족도의 조작적 정의 30
• 5) 재구매의도의 조작적 정의 31
• 제4장 실증분석 33
• 제1절 조사대상자의 인구통계적 특성 33
• 제2절 신뢰성과 타당성 분석 34
• 1. 신뢰성과 타당성 분석 34
• 2. 상관관계 분석 38
• 제3절 가설검증 40
• 1. 소셜커머스의 서비스품질과 가치간의 관계분석 40
• 2. 소셜커머스 특성과 가치간의 관계분석 42
• 3. 가치와 만족도, 재구매의도간의 관계분석 43
• 4. 만족도와 재구매의도간의 관계분석 44
• 제5장 결론 46
• 제1절 연구결과의 요약 및 시사점 46
• 제2절 연구의 한계점과 향후 연구방향 48
• 참고문헌 49
• ABSTRACT 55
• <부록> 58