Earticle

초록

영어

Social commerce (s-commerce) is a subset of e-commerce and uses social media for social interactions. Although s-commerce has been rapidly growing, disputes between some s-commerce firms and their consumers often occur over issues such as poor customer services, incorrect product information, and late refunds. In order for s-commerce to continuously grow, s-commerce firms need to build consumer-trust in their transaction process to minimize their consumers' uncertainty. The purpose of this study is to examine the relationships between the multidimensional trust (ability, integrity, benevolence) and the intention of continuous use of s-commerce. Moreover, this study presents antecedent factors needed for trust-building by applying the characteristics of s-commerce, and verifies the relations between the variables. We test and validate the research model and related hypotheses using structural equation modeling based on a survey done on 428 people who have previous experience with s-commerce. The result shows that trust has positive effect on the intention of continuous use, and verifies the necessity of the antecedent factors (social presence, assurance, informativeness, economic feasibility, and seller reputation) for trust-building. This study provides strategy for the continuous growth of s-commerce, and suggests theoretical implication that explains the relationship between the characteristics of s-commerce and consumers.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 소셜커머스(Social Commerce)
  2.2 지속적 이용의도(Intention of Continuous Use)
  2.3 소셜커머스 신뢰(Trust)
  2.4 소셜커머스 신뢰 선행 요인
 3. 연구 방법
  3.1 자료수집
  3.2 연구변수 구성과 측정
 4. 가설 검증
  4.1 설문응답자의 표본특성
  4.2 측정모형의 신뢰성 및 타당성 분석
  4.4 구조 모형 분석
 5. 결론
  5.1 연구 결과 요약 및 시사점
  5.2 연구의 한계점 및 향후 연구 방향
 References

키워드

저자

• 황인호 [ In-Ho Hwang | Korea Entrepreneurship & Management Research Institute, Information Strategy Team ] First Author
• 김진수 [ Jin-Soo Kim | School of Business Administration College of Business & Economics, Chung-Ang University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005