Earticle

초록

영어

This study attempts to extend the customer value – customer satisfaction – customer loyalty framework by introducing key constructs of scarcity messages as a major environmental stimulus and the urge to buy impulsively as its response in the context of group-buying social commerce, across countries including Korea and China. More specifically, this study proposes that scarcity messages influence customers’ value perception (i.e., utilitarian value and hedonic value) and thereby influencing customer satisfaction and further customer loyalty. Moreover, the study suggests that scarcity messages and utilitarian and hedonic values arouse the urge to buy impulsively. In the Korean sample, the results show that scarcity messages increase both utilitarian and hedonic values as well as the urge to buy impulsively, which in turn leads to customers’ satisfaction and further loyalty. Besides, customer satisfaction is determined by utilitarian value, not hedonic value. In the Chinese sample, utilitarian value-related relationships are insignificant. More specifically, scarcity messages only influence hedonic value which increases the urge to buy impulsively. Besides, customer satisfaction is determined by both utilitarian and hedonic values, but not by the urge to buy impulsively.

목차

ABSTRACT
Ⅰ.Introduction
Ⅱ. Literature Review
2.1. Group-buying Social Commerce
2.2. Urge to Buy Impulsively
2.3. Scarcity Messages
2.4. The Customer Value – Satisfaction – Loyalty Framework
Ⅲ. Research Model and Hypotheses
3.1. Research Model
3.2. Customer Value–Satisfaction–Loyalty
3.3. Integrating Scarcity Messages and Urge to Buy Impulsively into the Customer Value–Satisfaction–Loyalty Framework
3.4. Customer Value and Urge to Buy Impulsively
3.5. Urge to Buy Impulsively and Customer Satisfaction
3.6. Differences in Group-buying Social Commerce across Countries
Ⅳ. Methods
4.1. Data Collection and Sample
4.2. Measures
Ⅴ. Results
5.1. Measurement Model Assessment and Common Method Bias (CMB)
5.2. Testing of Research Model and Hypotheses
5.3. Multi-group Analysis
Ⅵ. Discussion and Conclusions
6.1. Discussion of the Findings
6.2. Implications for Research
6.3. Implications for Practice
Ⅶ. Limitations and Future Research
Ⅷ. Conclusions
Acknowledgements

저자

• Sujeong Choi [ Assistant Professor, Department of Electronic Commerce, Mokpo National University, Korea ] Corresponding Author
• Min Qu [ Lectuer, Department of Electronic Commerce, Jiangsu Vocational Institute of Commerce, China ]

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