소셜커머스 특성과 인터넷사용자 특성이 이용자 만족과 재구매 의도에 미치는 영향에 관한 연구 : 한국과 중국을 중심으로 = A Study on Social Commerce and Internet Users’ Characteristics affect User Satisfaction and Repurchase Intention

국문 초록 (Abstract)

소셜커머스란 소비자들의 인적 네트워크를 통해 많은 사람이 모여서 공동구매를 통해 상품가격을 낮추는 전자상거래중하나 이다. 소셜커머스는 기존의 소매점포가 가지고 있던 한계가 지적되는 부분들을 보완한다는 점에서 크게 성장하고 있다.
본 연구의 목적은 소셜커머스 특성과 인터넷 사용자 특성을 알아보고, 소셜커머스에 대한 이용만족과 재구매 의도에 영향을 미치는 요인으로 소셜커머스 특성에는 할인율, 지역별 제공성, 의사소통성, 그리고 인터넷사용자 특성에는 혁신성, 충동구매성, 흥미성을 검증하고자 한다. 소셜커머스에 대한 한국과 중국 소비자의 이용만족과 재구매 의도에 영향을 미치는 관계 차이에 대해서도 알아보고자 한다.
선행연구의 이론적 배경을 바탕으로 연구모형을 구성하고 연구문제를 제시한다. 총400부(한국: 200부, 중국: 200부)의 설문을 SPSS를 이용하여분석한다. 검정결과 소셜커머스의 이용 만족에 대한 할인율, 지역별 제공성, 의사소통성, 혁신성, 충동구매성, 흥미성이 유의한 영향관계를 본다.
한국과 중국 두 국가의 소셜커머스에 대한 소셜커머스 특성과 인터넷사용자 특성은 차이가 있는 것으로 나타난다.

다국어 초록 (Multilingual Abstract)

Social commerce is a lot of people doing shopping together through joining purchasing products internet on a lower price from social network. Social commerce is a supplement to the traditional way of shopping, and the way to get considerable development.
The purpose of this study is social commerce and the Internet user’s characteristics, social commerce satisfaction and repurchase intention in using the factors affecting the characteristics of social commerce, a discount, local provide, communication, and Internet
user’s characteristics, innovation ,interest, impulse buying is to verify.
Social Commerce in Korea and China for the use of consumer satisfaction and repurchase intention relationship affects the difference is also evaluated.
Based on the theoretical background of previous research studies on model configuration and presents research questions. A total 400 copies (South Korea: 200 copies, China: 200 copies) of the survey are analyzed using SPSS. Satisfactory test results on the use of social commerce discount, local provide, communication, innovation, interest and impulse buying show a significant effect. Social Commerce in Korea and China, the two countries for the social commerce and internet user’s characteristics appear to be a difference.

목차 (Table of Contents)

• Ⅰ. 서론·················································································································1
• 1. 연구의 배경 및 목적 ···················································································1
• 2. 연구의 범위 및 방법 ···················································································2
• 3. 연구의 구성···································································································3
• Ⅱ. 이론적 배경··································································································5
• 1. 소셜커머스에 관한 논의 ···········································································5
• 가. 소셜커머스의 개념 및 발전 ·································································5
• 나. 소셜커머스 유형 ·····················································································6
• 1) 소셜 링크(social link)형·····································································6
• 2) 소셜웹(Social Web)형·········································································6
• 3) 소셜 쇼핑 앱스(Social Shopping Apps) ·········································7
• 4) 오프라인 연동형 ····················································································7
• 5) 공동구매형····························································································· 7
• 2. 한국과 중국의 소셜커머스 시장 현황 ·····················································8
• 가. 한국의 소셜커머스 시장 현황·····························································8
• 나. 중국의 소셜커머스 시장 현황···························································13
• 3. 소셜커머스 이용의도에 미치는 영향·····················································17
• 가. 소셜커머스 관련 연구 ·······································································17
• 나. 인터넷 사용자 특성에 관한 연구·····················································20
• Ⅲ. 실증적 연구································································································23
• 1. 연구모형 ····································································································23
• 2. 연구가설의 설정 ·······················································································24
• 가. 소셜커머스 특성과 이용자 만족의 관계·········································24
• 나. 인터넷사용자 특성과 이용자 만족의 관계·····································25
• 다. 이용자 만족돠 재구매 의도의 관계 ···············································26
• 라. 소셜커머스에 대한 한국과 중국의 차이······························· 26
• 3. 연구방법 ······································································································28
• 가. 연구대상 및 자료수집 ···········································································28
• 나. 변수의 조작적 정의 및 측정 ·······························································28
• 1) 소셜커머스 특성 ················································································28
• 가) 할인율 ····························································································28
• 나) 지역별 제공성 ··············································································29
• 다) 의사소통성··············································