소셜커머스 특성이 쇼핑 가치와 만족도에 미치는 영향

The Effects of the Social Commerce Characteristics on Shopping Value and Satisfaction: Focused on Foodservice Products

The purpose of this study was to assess the effects of the social commerce characteristics on shopping value and satisfaction for foodservice products. A total of 286 samples were conveniently selected from people in their 20s because they were the majority of social commerce users. The results were as follows. First, familiarity impacted the most on utilitarian shopping value of social commerce. The second and third concepts with impact were price on social commerce and the size and reputation of social commerce. Second, familiarity of social commerce had the biggest impact on hedonic shopping value and the price did a significant impact on hedonic shopping value. However, the size and reputation of social commerce did not have a significant impact on hedonic shopping value. Third, the utilitarian shopping value of social commerce gave a significant impact on the satisfaction of social commerce while the hedonic shopping value of social commerce didn't have an impact on social commerce satisfaction.