서비스제공자와 사용자의 인식차이 분석을 통한 소셜커머스 핵심성공요인에 대한 연구: 한국의 티켓몬스터 중심으로

김일중,이대철,임규건 한국경영정보학회 2014 Asia Pacific Journal of Information Systems Vol.24 No.2

Recently, there is a growing interest toward social commerce using SNS(Social Networking Service), and the size of its market is also expanding due to popularization of smart phones, tablet PCs and other smart devices. Accordingly, various studies have been attempted but it is shown that most of the previous studies have been conducted from perspectives of the users. The purpose of this study is to derive user-centered CSF(Critical Success Factor) of social commerce from the previous studies and analyze the CSF perception gap between social commerce service providers and users. The CSF perception gap between two groups shows that there is a difference between ideal images the service providers hope for and the actual image the service users have on social commerce companies. This study provides effective improvement directions for social commerce companies by presenting current business problems and its solution plans. For this, This study selected Korea's representative social commerce business Ticket Monster, which is dominant in sales and staff size together with its excellent funding power through M&A by stock exchange with the US social commerce business LivingSocial with Amazon.com as a shareholder in August, 2011, as a target group of social commerce service provider. we have gathered questionnaires from both service providers and the users from October 22, 2012 until October 31, 2012 to conduct an empirical analysis. We surveyed 160 service providers of Ticket Monster We also surveyed 160 social commerce users who have experienced in using Ticket Monster service. Out of 320 surveys, 20 questionaries which were unfit or undependable were discarded. Consequently the remaining 300(service provider 150, user 150)were used for this empirical study. The statistics were analyzed using SPSS 12.0. Implications of the empirical analysis result of this study are as follows: First of all, There are order differences in the importance of social commerce CSF between two groups. While service providers regard Price·Economic as the most important CSF influencing purchasing intention, the users regard ‘Trust’ as the most important CSF influencing purchasing intention. This means that the service providers have to utilize the unique strong point of social commerce which make the customers be trusted rather than just focusing on selling product at a discounted price. It means that service Providers need to enhance effective communication skills by using SNS and play a vital role as a trusted adviser who provides curation services and explains the value of products through information filtering. Also, they need to pay attention to preventing consumer damages from deceptive and false advertising. service providers have to create the detailed reward system in case of a consumer damages caused by above problems. It can make strong ties with customers. Second, both service providers and users tend to consider that social commerce CSF influencing purchasing intention are Price·Economic, Utility, Trust, and Word of Mouth Effect. Accordingly, it can be learned that users are expecting the benefit from the aspect of prices and economy when using social commerce, and service providers should be able to suggest the individualized discount benefit through diverse methods using social network service. Looking into it from the aspect of usefulness, service providers are required to get users to be cognizant of time-saving, efficiency, and convenience when they are using social commerce. Therefore, it is necessary to increase the usefulness of social commerce through the introduction of a new management strategy, such as intensification of search engine of the Website, facilitation in payment through shopping basket, and package distribution. Trust, as mentioned before, is the most important variable in consumers' mind, so it should definitely be managed for sustainable management. If the trust in social commerce should fall due to consumers'...

A Study on the Effect of Shopping Motivation of Social Commerce on Flow, Trust and Purchase Intention

Lin Fang,Jong-Ho Lee 한국유통과학회 2013 KODISA ICBE (International Conference on Business Vol.2013 No.-

Purpose - Social commerce, in order to retain existing users, should be put in more effort. Shopping motivation is one of the key factors to meet the needs of the users, so it can better understand the user. Grasp of shopping motivation is very important for social commerce enterprise in order to understand consumers correctly. This study focused on whether it will affect consumers' flow, trust and purchase intention investigated through basic research and empirical study of social commerce shopping motivation. Also this focused on which shopping motivation influences Purchase intention. And this provided implications on social commerce business or service, and social commerce consumer-oriented marketing strategy. Results - First, the seeking convenience of social commerce's shopping motivation has influence on the flow. On the other hand, seeking convenience has no effect on trust. Also, the seeking convenience of social commerce's shopping motivation has no influence on purchasing intention Second, pleasures of shopping of shopping motivation has no effect on flow. It also does nothing to trus. On the other hand, pleasures of shopping has influence on purchasing motivation Third, seeking low-cost of social commerce's shopping motivation has influence on the flow. The rise in seeking low-cost will increase the flow. Seeking low-cost also have an impact on trust. Also, seeking low-cost has the effect on purchase intention. Fourth, flow of social commerce has influence on purchase intention. Finally, the social commerce’s trust has effect on purchase intention. Conclusions - The results of the study are briefly as follows: First, seeking convenience and seeking low-cost in shopping motivation of social commerce have influence on flow, especially seeking low-cost. Second, seeking low-cost of shopping motivation of social commerce has influence on trust. Third, the pleasures of shopping, seeking low-cost, flow, trust in shopping motivation o

소셜커머스 수용에 있어서 지각된 위험의 영향력

노미진(Mi Jin Noh),이경탁(Kyung Tag Lee) 한국경영학회 2012 經營學硏究 Vol.41 No.1

Social commerce and social shopping communities are growing in number and size, and companies which are using social commerce can increase the market share at a small charge. Customers are interested in the social commerce because of purchasing products or services at a low price. Social commerce is also a more recent phenomenon and has not been studied as extensively. Thus, this study investigates customers` acceptance of social commerce based on the Technology Acceptance Model(TAM). The purposes of this study are as follows. First, we understand that perceived risk of social commerce is a multidimensional concept, and study the relationship between attitude and perceived risk such as the economic risk, social risk, psychological risk, risk of time-loss, privacy risk, source risk, and risk of time-limit. Second, we analyze the relationship between perceived ease of use and attitude, and the relationship between perceived usefulness and attitude of social commerce. We also examine the relationship between perceived usefulness and the perceived ease of use, and the relationship between the attitude and behavioral intention of social commerce. Third, this study investigates whether perceived usefulness and attitude have a positive effect on behavioral intention of social commerce depending on the collectivism. In order to carry out research purposes, we conducted a survey of social commerce users, obtained a total of 243 questionnaires, and did a path analysis and moderated regression analysis. The research results are as follows. First, the perceived risk in social commerce had a positive influence on the attitude toward social commerce. Customers` damages are increasing because ailing companies introduce on the social commerce. For example, it is difficult to cancel or return the coupons after customers purchased on social commerce. Thus, customers perceive lots of risks about social commerce, and the risk factors can negatively influence the attitude toward social commerce. Second, the perceived ease of use did not has a positive effect on the attitude, but the perceived usefulness toward social commerce had a positive effect on the attitude. Third, the perceived ease of use positively influenced the perceived usefulness, and the attitude toward social commerce positively influenced social commerce usage intention. Finally, the relationship between perceived usefulness and usage intention was moderated by the collectivism. Social commerce is a kind of group purchases. Thus, customers who pursue collectivism culture use more the social commerce for purchasing because they perceive more useful on social commerce than other people. Customers who have a positive attitude about social commerce will purchase products or service on the social commerce. Because the social commerce is still in its early stages, and there has been minimal research regarding social commerce, this study can provide the theoretical framework for future researches of social commerce, and various contributions when companies relating to social commerce establish advertisement and promotion strategies.

소셜커머스 이용동기가 고객충성도에 미치는 영향

안운석(An, Un Seok) 한국서비스경영학회 2013 서비스경영학회지 Vol.14 No.5

Social network of people sharing information by way of share grows more and take advantage of this one is growing concern about social commerce. In particular, the social commerce meet certain minimum number of hours when it is 30% to 80% discount on the price of the sale, and also their use for shopping information sharing through social networks and the real-time price comparison and online and offline ties Sales are through. This study investigates the effect of the relationships between social commerce motivations, customer loyalty, social commerce provider trust and supplier trust in social commerce. The following study results were revealed: First, social commerce motivations were related positively to customer loyalty. second, Social commerce motivations were related positively to social commerce provider trust. Third, social commerce motivations were related positively to social commerce supplier trust. Fotrth, social commerce provider trust and social commerce supplier trust were related positively to customer loyalty. Finally, social commerce provider trust and social commerce supplier trust have been a mediating effects to relationship between social commerce motivations and customer loyalty.

소셜커머스의 유희성 및 보완성이 지속적 사용의도에 미치는 영향에 관한 연구

류성열,박상철,곽수환 한국지식정보기술학회 2014 한국지식정보기술학회 논문지 Vol.9 No.6

As social commerce has rapidly grown, a number of studies have been conducted to investigate into an individual’s intention to use social commerce. Considering the benefits related to the social commerce, there still remain opportunities for identifying some key variables that may help explain the continuous usage intention in social commerce. In particular, there has been little empirical work in this area to understand why people continuously use the social commerce. In this study, drawing on the main variables such as hedonic need fulfillment of social commerce and complementarities of social commerce, we develop and test a model of an individual's continuous usage intention in social commerce. Our model posits that both hedonic need fulfillment and complementarities of social commerce affect continuous intention by mediating both expected confirmation and satisfaction. Survey data collected from social commerce consumers were used to test the model by using PLS (partial least squares) analysis. According to our results, hedonic need fulfillment and complementarities of social commerce affected both expected confirmation and satisfaction, respectively. We also found that expected confirmation has a positive effect on satisfaction, which leads to the individuals’’ continuous usage intention. Based on our empirical findings, the implications for both research and practice are discussed.

중국에서의 소셜 커머스 특성과 소비자 특성이 재구매의도에 미치는 영향

Runze Wu,Jong-Ho Lee 한국유통과학회 2016 유통과학연구 Vol.14 No.5

Purpose – Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products. At present, China market has some problems due to its rapid growing. However, empirical research or academic approach to social commerce has not been made enough. So, it is important for Chinese social market to develop and enlarge the customers with stability under the reliability and satisfaction. Also it is important for them to have repurchase intention. Nowadays, it is necessary to find the factors on customer satisfaction and trust, whereas consumers' dissatisfaction and unreliability are increasing on social commerce recently. In addition, researches on social commerce have been actively pursued by a variety of domestic and foreign scholars. However, researches on social commerce and Chinese market are short of, and they have some limitations because of the rapid growth of the market even though it is the early stage. The current situation requires researches on consumers' repurchase intention for continuing growth in the future according to the growth of Chinese social commerce. Research design, data, and methodology – The literature and the empirical studies are combined in order to achieve the purpose of the study. Deriving social commerce features and consumer properties as factors affecting the repurchase intention through the literature, and these factors have modeled a series of assumptions about the impact on satisfaction and trust, and is conducted to test the hypothesis and questionnaires are derived based on the variables discussed in the previous study. Appropriate measures were developed and tested on 227 respondents in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by SPSS 23.0 and Amos 23.0. Results – Research results about social commerce characteristics and factors affecting the repurchase intention are presented to Chinese market companies that adopt business models and consumer characteristics. In addition, this study focuses on the characteristics of social commerce, from two-dimensional characteristics of the consumer satisfaction, trust and the impact on the repurchase. Therefore, social commerce features and consumer properties based on the results of this study may lead the strategic implications that may increase the repurchase intention. Conclusions – The classification reviewing the previous findings related to social commerce and social commerce features affects social commerce repurchase (price discount, interactivity) and consumer characteristics (impulsivity, innovation, collectivism). It affects repurchase on factors and analyzes empirically. The empirical results identify major characteristics (social commerce characteristics, attributes) that affect the repurchase intention, and give the practical implications as well as the business strategies that are able to enhance social commerce repurchase consumers. Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products.

기술수용요인과 사회적 영향력이 소셜커머스 사용에 미치는 영향에 관한 연구

임철 ( Cheol Leem ) 아시아.유럽미래학회 2013 유라시아연구 Vol.10 No.1

소셜커머스(Social Commerce)란 SNS(Social Network Service)수단을 활용한 전자상거래 형태로 소셜미디어(Social Media)와 e-Commerce가 결합된 형태라고 할 수 있다. 본 연구는 기술수용요인인 지각된 유용성과 용이성 그리고 사회적 영향력 요인인 사회적 관계와 주관적 규범의 요인이 소셜커머스 사용에 어떻게 영향을 미치고 있는지를 파악하는데 목적을 두고 있다. 이 실증분석을 위하여 부산지역 20대의 대학생을 중심으로 설문조사를 실시하여 355부의 자료를 기반으로 구조방정식모형인 PLS를 이용하여 실증 분석하였다. 첫 번째의 분석 결과는 지각된 유용성, 지각된 용이성, 결속적 관계, 주관적 규범이 소셜커머스 사용의도에 통계적으로 유의한 영향을 미치고 있었으며, 교량적 관계는 유의하지 않은 것으로 나타났다. 이들 중 지각된 유용성이 경로계수 0.5245로 가장 큰 영향을 미치고 있었으며, 그다음으로는 주관적 규범이 0.1263으로 나타났다. 따라서 고객이 소셜커머스를 사용하고자 하는 의도를 높이기 위해서는 소셜커머스가 고객에게 가치가 있음을 보여야 한다. 두 번째의 분석결과는 지각된 유용성과 주관적 규범이 소셜커머스의 지속적 사용에 통계적으로 유의한 영향을 미치는 것으로 나타났고, 교량적 관계와 결속적 관계인 사회적 관계는 소셜커머스의 지속적 사용에 유의하지 않은 것으로 나타났다. 소셜커머스의 지속적 사용도 사용의도와 마찬가지로 고객들이 소셜커머스가 가치가 있다고 판단될 때 지속적으로 이용의도가 있음을 알 수 있다. 또한 강한 혹은 약한 친구관계를 통해 주관적 규범이 형성될때 소셜커머스의 지속적 사용이 활성화 됨을 알 수 있다. 따라서 본 분석의 결과를 기반으로 볼 때, 소셜커머스의 사용의도 및 지속적 사용을 높이기 위해서는 고객에 가치와 신뢰를 제공할 수 있는 프로그램의 구축과 사회적 관계를 통한 주관적 규범 형성을 위한 광고, 홍보의 역할이 중요하다고 볼 수 있다. 그러나 본 연구가 달성한 나름의 공헌에도 불구하고, 시간과 기타 여건의 제약에 따라 부족한 부분이나 몇가지의 한계점을 가지게 되었다. 우선은 연구대상과 표본의 대표성 문제가 제기될 수 있다. 표본 역시 상대적으로 20대 대학생에 편중되어 있기 때문에 본 연구에서 도출된 가설을 일반화하기에는 다소 한계가 있을 것으로 예상된다. 따라서 향후 추가 연구시 연구 표본 집단의 확대가 필요할 것이다. 둘째는 탐색연구에 적합한 구조방정식모형인 PLS를 사용하였다는 점이다. 보다 정교한 분석을 위해서 공분산을 기본으로 한 구조방정식모형의 사용을 검토할 필요가 있다. 셋째, 본 연구는 사회적 관계가 사용의도와 지속적 사용간의 관계에 대한 분석에 초점을 맞추었으나, 소비자가 각각 다른 개성을 가지고 있음을 무시하고 소비자를 전체적인 관점에서 파악하였다. 따라서 소비자 혁신수용단계 모델을 적용한 보다 구체적인 연구가 이루어져야 할 것으로 보인다. 기술수용단계별차이 분석은 각 단계별 마케팅 전략을 도출할 수 있는 계기를 제공해 줄 수 있을 것으로 판단된다. The social commerce is a type of electronic commerce using social network service, which combines social media with e-commerce. This study investigates how technology acceptance and social influence factors have an influence on social commerce usage. The technology acceptance factors include the perceived usefulness and ease of use, and social influence factors include the subjective norm and social relationship. In order to analyze the study empirically we collected 355 data from college ages living in Busan city and analyzed it using PLS (Partial Least Squares) of structured equation models. The findings in this study are as follows. The first finding shows that the perceived usefulness and ease of use, bonding relationship, and subjective norm have a statistically significant effect on the intention to use social commerce, but bridging relationship has not. The perceived usefulness of these factors has the greatest influence and then subjective norm in order. Hence, social commerce manager should provide useful value to customers, make social relationship strong in the community, and build social identity in the community to enhance the intention to use social commerce. The second finding demonstrates that the perceived usefulness and subjective norm have a direct significant effect on the social commerce continuance, but bridging and bonding relationship have not. We found that the bridging and bonding relationship have no direct effect on the social commerce continuance, but setting subjective norm with strong and weak social relationship improve the continuous use of social commerce. The useful value to customers in social commerce also is important factor in the social commerce continuance. Therefore, the study suggests that social commerce managers should implement the programs to provide useful value and trust with customers and put an advertisement and public relationship to make subjective norm through strong or weak social relationship among customers. This study provides much contribution, but has some limitations. The sample was limited to 20th ages in Busan city and the generalization of the results was difficult. In the future, it would be interesting to focus on an overall ages and area and analyze theirs difference. Secondly, we use PLS as structural equation model for exploratory study. We need to consider a method for more elaborate empirical study. Thirdly, this study focuses overall customers. This can overlook individual attributes of customers. Therefore, we will take individual attributes of customers in acceptance level of social commerce.

사용자 리뷰를 통한 소셜커머스와 오픈마켓의 이용경험 비교분석

채승훈(Seung Hoon Chae),임재익(Jay Ick Lim),강주영(Juyoung Kang) 한국지능정보시스템학회 2015 지능정보연구 Vol.21 No.4

Mobile commerce provides a convenient shopping experience in which users can buy products without the constraints of time and space. Mobile commerce has already set off a mega trend in Korea. The market size is estimated at approximately 15 trillion won (KRW) for 2015, thus far. In the Korean market, social commerce and open market are key components. Social commerce has an overwhelming open market in terms of the number of users in the Korean mobile commerce market. From the point of view of the industry, quick market entry, and content curation are considered to be the major success factors, reflecting the rapid growth of social commerce in the market. However, academics empirical research and analysis to prove the success rate of social commerce is still insufficient. Henceforward, it is to be expected that social commerce and the open market in the Korean mobile commerce will compete intensively. So it is important to conduct an empirical analysis to prove the differences in user experience between social commerce and open market. This paper is an exploratory study that shows a comparative analysis of social commerce and the open market regarding user experience, which is based on the mobile users reviews. Firstly, this study includes a collection of approximately 10,000 user reviews of social commerce and open market listed Google play. A collection of mobile user reviews were classified into topics, such as perceived usefulness and perceived ease of use through LDA topic modeling. Then, a sentimental analysis and co-occurrence analysis on the topics of perceived usefulness and perceived ease of use was conducted. The studys results demonstrated that social commerce users have a more positive experience in terms of service usefulness and convenience versus open market in the mobile commerce market. Social commerce has provided positive user experiences to mobile users in terms of service areas, like ‘delivery,’ ‘coupon,’ and ‘discount,’ while open market has been faced with user complaints in terms of technical problems and inconveniences like ‘login error,’ ‘view details,’ and ‘stoppage.’ This result has shown that social commerce has a good performance in terms of user service experience, since the aggressive marketing campaign conducted and there have been investments in building logistics infrastructure. However, the open market still has mobile optimization problems, since the open market in mobile commerce still has not resolved user complaints and inconveniences from technical problems. This study presents an exploratory research method used to analyze user experience by utilizing an empirical approach to user reviews. In contrast to previous studies, which conducted surveys to analyze user experience, this study was conducted by using empirical analysis that incorporates user reviews for reflecting users vivid and actual experiences. Specifically, by using an LDA topic model and TAM this study presents its methodology, which shows an analysis of user reviews that are effective due to the method of dividing user reviews into service areas and technical areas from a new perspective. The methodology of this study has not only proven the differences in user experience between social commerce and open market, but also has provided a deep understanding of user experience in Korean mobile commerce. In addition, the results of this study have important implications on social commerce and open market by proving that user insights can be utilized in establishing competitive and groundbreaking strategies in the market. The limitations and research direction for follow-up studies are as follows. In a follow-up study, it will be required to design a more elaborate technique of the text analysis. This study could not clearly refine the user reviews, even though the ones online have inherent typos and mistakes. This study has proven that the user reviews are an invaluable source to analyze user experience. The

소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향

이경탁,구동모,노미진 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.13 No.3

ocial commerce is a more recent phenomenon and growing in number and size with the diffusion of social networking services. But it has not been studied as extensively. The purpose of this study is to investigate consumers’ social commerce usage intention empirically. Using the theory of reasoned action suggested by Fishbein and Ajzen(1975), this study tests that perceived value created by social commerce affects social commerce usage intention. In this study, authors e identify to the conception of perceived value as a multidimensional construct, economic, psychology, and time value. This study is to analyze the effects of the value perceived by the consumer on attitude toward social commerce and the effects of the attitude and subjective norm on social commerce usage intention. Additionally, we examine the moderating role of coupon redemption effort in the relationship between attitude toward social commerce and usage intention. In order to evaluative the validity of the model, 258 questionnaires were collected from college students who frequently use SNS and accept new trend and technology using internet survey. All the instrument items used in this study were adapted from previous research and the data were analyzed using SPSS 18 and AMOS 7. This study proposed several hypotheses and conducted an experiment to test these hypotheses. Based on the data analysis results, it was found that economic and psychology value has significant effects on attitude toward the social commerce but time value had not the effect on attitude toward the social commerce. And the present study has also shown that both attitude toward the social commerce and subjective norm significantly influenced usage intention. This finding suggests that the theory of reasoned action effectively explains the social commerce usage intention. The result regarding the moderating effect of the coupon redemption effort has shown that the attitude toward social commerce and usage intention is moderated by consumer perception about coupon redemption. 소셜커머스는 최근 성장하고 있는 새로운 거래이자 사회적 현상의 하나이다. SNS의 확산에 따라 소셜커머스 시장은 매우 빠르게 성장하고 있지만 이에 대한 연구는 아직 이루어지지 않고 있다. 본 연구는 소셜커머스에 대한 초기 연구로서 소셜커머스에 대한 소비자들의 이용의도를 알아보는데 그 목적이 있다. Fishbein과 Ajzen(1975)의 합리적 행동이론을 적용하여 소셜커머스가 창출하는 가치가 소셜커머스 이용의도에 미치는 영향을 분석하였다. 소셜커머스가 창출하는 가치는 경제적, 심리적, 시간적 가치의 세 가지 개념으로 정의하였고, 이들 가치가 태도에 미치는 영향, 태도와 주관적 규범이 이용의도에 미치는 영향을 분석하였다. 그리고 태도와 이용의도 간의 관계에서 쿠폰상환노력의 조절효과를 검증하였다. SNS를 활발하게 사용하고 새로운 문화 및 기술 수용을 가장 먼저 추구하는 대학생을 대상으로 자료를 수집하였다. 연구결과 경제적 가치와 심리적 가치는 소셜커머스에 대한 태도에 정의 영향을 미치는 것으로 나타났다. 그러나 시간적 가치는 유의적인 영향을 미치지 못하는 것으로 나타났다. 태도와 주관적 규범은 이용의도에 유의적인 영향을 미치는 것으로 나타났다. 따라서 합리적 행동이론은 소셜커머스를 이용의도를 설명하는데 유용한 모형인 것으로 밝혀졌다. 또한 쿠폰상환에 대한 지각은 태도와 이용의도 간에 관계를 조절하는 것으로 나타났다.

소셜커머스 사업자에 대한 법적 규제의 내용 및 정당성 검토

김민지 이화여자대학교 법학전문대학원 2013 Ewha Law Review Vol.3 No.1

Recently, social commerce become the big issue in electronic commerce. Social commerce have become one of the most important tools of the online commerce. As many people use social commerce, we face many problems regarding consumers. By using social commerce, consumers can buy some stuff cheaper, or receive service cheaper. Despite its advantage, social commerce has some significant legal problems. To judge whether legal regulation can intervene in a dispute of social commerce and consumers, we have to know whether we can call social commerce a “dealer”, not a “broker”. Therefore, we will review the problems of protection of consumers who use social commerce. And we will discuss the matter that how we can control social commerce from a legal point of view. 스마트폰의 보급으로 SNS 이용자가 증가하면서 2010년에는 한국에 소셜커머스(social commerce)가 새로운 전자상거래 영업 방법으로 등장하였고, 2012년에는 소셜커머스 시장이 2조원 규모로 급성장하였다. 소셜커머스란 소셜 네트워크 서비스(트위터, 페이스북 등의 SNS)를 활용한 광고를 하여 재화나 서비스를 할인된 가격으로 이용할 수 있는 쿠폰을 판매하는 전자상거래 형태를 말한다. 신생 전자상거래 형태인 소셜커머스 시장의 확산과 더불어 소비자와의 관계 조율과 소셜커머스 사업자에 대한 법적 규제가 문제되고 있다. 소셜커머스의 사업구조는 소셜커머스 사업자와 판매 및 서비스업체간의 계약과 소셜커머스 사업자와 소비자간의 계약으로 구성된다. 이는 기본적으로 공동구매의 특성을 갖고 있지만, 기존 공동구매의 형태와 달리 서비스와 디지털 컨텐츠(컨텐츠 이용권 등)를 판매하는 형태로 확대되었고, 판매되고 있는 권리가 쿠폰 형태로 발생된다는 점에 특징이 있다. 본문에서 소셜커머스의 개념 및 현황을 살펴보고, 근래의 소셜커머스 사업자에 의한 소비자 피해 실태를 먼저 살피겠다. 그리고 소셜커머스 사업자의 책임 범위를 확정하기 위해 먼저 소셜커머스 사업자의 전자상거래 등에서의 소비자보호에 관한 법률상의 지위를 규명한 후, 이에 따라 공정거래위원회의 청약철회와 관련한 심결와 허위・과장 광고와 관련한 심결의 판단이 옳은지 살펴 소셜커머스 사업자에 대한 법적 규제의 정당성을 밝히겠다.