The Effect of Social Commerce Characteristics on Satisfaction, Reliability and Repurchase Intention

This study focuses on the effect of perceived usefulness, perceived enjoyment, information disclosure on satisfaction, reliability and repurchase intention by users using social commerce, social media or SNS. The data used were from 160 respondents for this study. After analyzing them, the results with using social commerce are as follows. First, all hypotheses are fully supported. So, perceived usefulness, perceived enjoyment, information-disclosure make significant influences on satisfaction, reliability and repurchase intention. Especially this study is different from previous one in that information-disclosure. Second, this study wil provide some strategic implications to the social commerce companies which sell products or services by on-line. Those implications are very important, helpful to them. All companies should establish strategies suitable for reducing or removing the personal information disclosures including private informations, especially location information.