Earticle

초록

영어

Drawing on the theoretical framework of customer value-satisfaction-loyalty, this study examines how scarcity message influences customers' value, satisfaction, and loyalty in the context of group-buying social commerce. Previous studies have argued that scarcity message limiting the avilability of products and service is a source of enhancing customer value. In this regard, this study posits scarcity message as a predictor of customer value. Furthermore, this study classifies customer value into two forms (i.e., utilitarian value and hedonic value) and verfies how scarcity message is associated with them. To test the proposed research model and hypotheses, this study performed structural equation modeling (SEM) analyses, using a total of 292 data collected on users who have experience in purchasing products and service through group-buying social commerce sites such as Coupang, Timon, and WeMakePrice. The key results are as follows : First, scarcity message increases utilitarian and hedonic values and further customer satisfaction. Second, utilitarian value increases customer satisfaction and repurchase intention while hedonic value has nothing to do with them. The findings imply that customers seek to maximize utilitarian value through group-buying social commerce. Finally, this study indicates that repuchase intention depends greatly on customer satisfaction.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 공동구매형 소셜커머스
  2.2 희소성메시지
  2.3 고객 가치-만족-충성도 모델
  2.4 쇼핑가치의 유형 : 실용적 및 쾌락적 가치
 3. 연구모형 및 연구가설
  3.1 연구모형
  3.2 연구가설
 4. 연구방법 및 실증분석
  4.1 자료수집 및 표본특성
  4.2 변수의 조작적 정의 및 측정
  4.3 측정모형 평가
  4.4 연구모형 평가 및 가설 검정
 5. 결론
  5.1 연구의 결과논의 및 시사점
  5.2 연구의 한계점 및 향후 연구 방향
 References

키워드

저자

• 최수정 [ Sujeong Choi | Research Professor, Free21Pluse e-Service Team, Chonnam National University ]

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