Korean Customer Attitudes Towards SNS Shopping

As a new format of retailing, social shopping on SNS (social network service) has grown in recent. Although there is much literature associated with customer behaviours, little attention has been paid to identifying the shopping patterns of SNS shoppers. This paper will, thus, identify how perceived value influences customer buying intention, after illustrating what kind of factor influences the formation process of perceived value in the Korean marketplace. With a variety of research analysis methods, the authors found that price reduction, product ranges, information-sharing, and required number of shoppers have a positive effect on the formation process of customer perceived value, except for quantity- and time-limited message. Furthermore, it is found that the perceived value significantly influences the buying intention of SNS customers.