Earticle

초록

영어

As social commerce platforms have emerged as indispensable strategic assets for e-retailers seeking to capture new market segments, identifying the specific technological catalysts of consumer conversion has become a priority for organizational leadership. Grounded in the Stimulus–Organism–Response (S-O-R) framework, this study integrates signaling theory with push–pull dynamics to investigate how a platform’s technological cues drive purchase intentions. Based on large-scale consumer data from China and structural equation modeling, this research demonstrates that perceived product quality serves as a critical psychological bridge, fully mediating the impact of aesthetic appeal and partially mediating the influence of personalization on online consumers’ purchase behaviors. Furthermore, the findings highlight the strategic importance of the platform-consumer relationship, revealing that users’ trust and emotional attachment significantly amplify the positive effect of aesthetic cues on product quality perception. These results provide executives with evidence-based guidance for designing socially engaging and trustworthy social commerce experiences that strengthen consumer loyalty and sustain competitive advantage

키워드

저자

• 위민영 [ 경희대학교 경영대학원 ]
• 류용규 [ 한국외국어대학교 경영대학 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국전문경영인학회 학술대회 발표논문집

• 간기

  반년간

• 수록기간

  2016~2026

• 십진분류

  KDC 325 DDC 330