Earticle

초록

영어

Social commerce has become one of a crucial distribution channel in the restaurant industry. Though there are a lot of consumers who buy food service product in social commerce, the prior study about food service product is uncommon in social commerce context. This research investigate the effect of utilitarian and hedonic shopping value of food service products consumer on purchase intention and mediating role of satisfaction. The result show that utilitarian shopping value and hedonic shopping value affected on shopping satisfaction in social commerce, via satisfaction. Also, this study examined the moderating role of impulsiveness and innovativeness. The finding revealed that impulsiveness and innovativeness moderates the relationship between only hedonic (not utilitarian) shopping value and satisfaction in social commerce. This finding expanded the understanding of purchasing behavior of social commerce consumer theoretically. Moreover, this investigate recover how impulsiveness and innovativeness have an important role in social commerce, practically.

목차

Abstract
 Introduction
 Theoretical Backgrounds
  Shopping value
  Satisfaction
  Impulsiveness and Innovativeness
 Research hypotheses
 Research method
  Data collection
  Measures
 Data analysis and results
  Confirmatory Factor Analysis
  Hypothesis testing – main effects
  Hypothesis testing – moderating effects
 Discussion and Conclusions
 Acknowledgments
 References

저자

• Namho Chung [ College of Hotel & Tourism Management Kyunghee Univ. ]
• Hyo Geun Song [ epartment of food service management, College of graduate school Kyunghee Univ. ]
• Chumlmo Koo [ C ollege of Hotel & Tourism Management Kyunghee Univ. ]

참고문헌