Earticle

초록

영어

Social commerce (SC) which refers to a subset of electronic commerce using social media (SM) (Owyang, 2009) has been rapidly grown in the B2C marketplace. As the salient characteristics of the SC, the social interaction could be essential to the success of the intermediary (Wikipedia 2011; Goldstein 2006; IBM 2009). There are a few studies that have empirically identified the role of the social interaction factors on the growth and consumer purchase behavior in SC (Stephen and Toubia 2009; Yoo et al. 2011). We have challenged to identify the role of SC characteristics such as the e-commerce (i.e. deal transparency) and social stimuli (i.e. social presence) in this study. Also, we could empirically validate the impact of prior reaction of a SC consumer (i.e. prior satisfaction on the general market) and prior social influence (i.e. prior word-of-mouth about the general market; WoM) on the reaction of the SC consumer. We developed our research model based on the literature of the deal transparency (e.g. Granados et al. 2010), social presence theory (e.g. Gefen and Straub 2004), Institution based trust (e.g. McKnight et al. 2002), and consumer purchase behavior (e.g. Inman et al. 2009).

목차

Abstract
 INTRODUCTION
 THEORETICAL BACKGROUND
  Information Transparency in B2C Marketplace
  Social Presence Theory
  General Market Experiences in B2C Marketplace
  Institution-based Trust
  Consumer Purchase Behavior
 RESEARCH MODEL AND PROPOSITIONS
 DISCUSSION
 REFERENCES

저자

• Un-Kon Lee [ Graduate School of Information, Yonsei Univ. ]
• Young-Eun Choi [ Yonsei school of business ]
• Jong-Pil Park [ Yonsei school of business ]

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