
The Effect of Consumers' Personal Characteristics on Attitude toward Social Commerce: Focused on the Theory of Reasoned Action
- Hoe Chang Yang Moon Sik Woo
- 한국유통과학회
- 유통과학연구(JDS)
- 제11권 제11호
- 등재여부 : KCI등재
- 2013.11
- 71 - 76 (6 pages)
Purpose - This study investigated the effect of consumers' personal characteristics on their attitude toward social commerce focusing on the theory of reasoned action. Specifically, consumers' personal characteristics were further classified into personal characteristics, personal values concerning social commerce consumption, and consumption emotion concerning social commerce. Research Design, Data, and Methodology - The study investigated the relationship among consumers' personal characteristics, and the personal values of affirmative beliefs and attitudes of individuals toward social commerce based on the theory of reasoned action. A total of 151copies question nairewere evaluated, after excluding 13 copies having poor answers. Results - Consumers' personal characteristics were found to have a significant positive effect on their attitude toward social commerce. In addition, the most important personal characteristic affecting consumers' attitude toward social commerce was utilitarian value. Consumers' personal values were found to have a significant positive moderating effect between shopping value (i.e., hedonic and utilitarian values) and their attitude toward social commerce. Conclusion - The findings suggest that consumers' attitudes when trading with social commerce are affected by utilitarian value, and that companies should increase consumers' shopping value and build positive value about social commerce itself.
Abstract
1. Introduction
2. Theoretical Background
3. Hypotheses and Research Model
4. Methodologies
5. Empirical Analysis
6. Discussions and Summary
References