The Effect of Consumers’ Personal Characteristics on Attitude toward Social Commerce : Focused on the theory of Reasoned Action

Social commerce is a more recent phenomenon and growing in number and size with the diffusion of social networking services. The purpose of this study is to investigate consumers’ personal characteristics on attitude toward social commerce focusing the theory of reasoned action. Specifically, this study is to analyze the effect of personal characteristics (e.g. extraversion, shopping value and consumption emotion) on attitude toward social commerce, respectively. Additionally, we examine the moderating role of personal value in the relationship between personal characteristics and attitude toward social commerce. In order to verify this study, 151 questionnaires were collected from university students who frequently use SNS and accept new trend. Based on the data analysis results, it was found that consumers’ personal characteristics have significant positive effect on attitude toward social commerce. And utilitarian value is the most important factor among consumers’ personal characteristics on attitude toward social commerce. This study also shown that consumers’ personal value has significantly positive moderating effect between shopping value( i.e. hedonic value and utilitarian value) and attitude toward social commerce. The findings suggests that consumers based on utilitarian value when they trade using social commerce, and social commerce companies have to build their strategies such as increase consumers’ shopping value as well as building positive value about social commerce for it self.