표제지

목차

제1장 서론 11

제1절 문제의 제기 11

제2절 연구의 목적 19

제3절 연구의 방법 및 구성 20

1. 연구의 방법 20

2. 연구의 구성 20

제2장 이론적 배경 22

제1절 SCS의 이해 22

1. SCS(social commerce site)의 등장 22

2. SCS(social commerce site)의 개념 및 운영 23

3. SCS의 분류 29

4. SCS, 전자상거래, 사이버쇼핑 시장 동향 34

5. SCS 거래 주체와 현재 상황 37

6. SCS 문제점 39

제2절 SCS 이용 동기 40

1. 이용 동기의 개념과 선행 연구 42

2. SCS 이용 동기 48

제3절 SCS 명성 58

1. 명성(requtation)의 개념 58

2. SCS 명성 59

제4절 SCS 고객 참여 61

1. 고객참여의 개념 및 SCS에서의 고객참여 61

2. 고객참여의 다양한 구성개념 정의 및 관점 65

제5절 SCS 신뢰 71

1. 신뢰(trust)의 개념과 SCS 신뢰 71

2. 신뢰 전이(trust transfer)에 관한 연구 74

3. 소셜커머스 업체 신뢰와 상품 및 서비스 제공 업체 신뢰 76

제6절 SCS 행동의도 77

제3장 연구 모형 및 가설 설정 80

제1절 연구 모형 80

제2절 가설 설정 82

1. SCS 이용 고객의 이용 동기가 SCS 고객참여에 미치는 영향 82

2. SCS 명성이 SCS 고객참여에 미치는 영향 85

3. SCS 고객참여가 SCS 신뢰에 미치는 영향 86

4. SCS 신뢰가 행동의도에 미치는 영향 88

5. SCS 이용 고객의 이용 동기 중 충동성 동기가 행동의도에 미치는 영향 90

제4장 연구방법 91

제1절 연구표본 91

제2절 자료수집 91

제3절 설문지 구성 92

제4절 변수의 조작적 정의 및 측정 95

1. SCS 이용 고객의 이용 동기 95

2. SCS 명성 102

3. SCS 고객참여 103

4. SCS 신뢰 104

5. SCS 행동의도 106

제5절 분석방법 107

제5장 결과분석 108

제1절 표본의 특성 108

제2절 타당도 및 신뢰도 분석 113

1. 타당도 분석 113

2. 신뢰도 분석 117

제3절 제안모델 평가 121

제4절 가설 검증 129

1. SCS 이용 고객의 내재적 동기와 SCS 고객참여 및 SCS 행동 의도 간의 관계 129

2. SCS 이용 고객의 외제적 동기와 SCS 고객참여 간의 관계 131

3. SCS 명성과 SCS 고객참여 간의 관계 134

4. SCS 고객참여와 SCS 신뢰 간의 관계 135

5. SCS 신뢰와 SCS 행동의도 간의 관계 137

제6장 결론 140

제1절 연구의 요약 140

제2절 연구의 시사점 144

1. 이론적 시사점 146

2. 실무적 시사점 150

제3절 연구의 한계점 및 미래 연구방향 157

참고문헌 161

부록 : 설문지 185

Abstract 193

〈표 2-1〉 인터넷 이용 동기에 관한 선행연구 44

〈표 2-2〉 오프라인 쇼핑 동기에 관한 선행연구 46

〈표 2-3〉 인터넷 쇼핑 동기에 관한 선행연구 47

〈표 2-4〉 고객참여의 주요 구성개념 정의 67

〈표 4-1〉 설문항목의 구성 94

〈표 4-2〉 쾌락적 동기에 대한 측정 항목 96

〈표 4-3〉 충동성 동기에 대한 측정 항목 98

〈표 4-4〉 경제적 동기에 대한 측정 항목 99

〈표 4-5〉 사회적 동기에 대한 측정 항목 100

〈표 4-6〉 편의적 동기에 대한 측정 항목 101

〈표 4-7〉 SCS 명성에 대한 측정 항목 102

〈표 4-8〉 SCS 고객참여에 대한 측정 항목 104

〈표 4-9〉 SCS 신뢰에 대한 측정 항목 105

〈표 4-10〉 SCS 행동의도에 대한 측정 항목 106

〈표 5-1〉 표본의 일반적 특성 111

〈표 5-2〉 구매 경험자의 표본 특성 112

〈표 5-3〉 탐색적 요인분석 결과 115

〈표 5-4〉 신뢰도 분석 결과 118

〈표 5-5〉 탐색적 요인분석 및 신뢰도 분석 결과 120

〈표 5-6〉 평균·표준편차·상관관계 분석 결과 122

〈표 5-7〉 제안모형의 AMOS 추정 결과 125

〈표 5-8〉 가설검증 결과 139

The birth and growth of SNS(social network service) such as Facebook, Twitter and etc. offers a new marketing opportunity in online shopping market. On top of that, the advent of social commerce which grafts SNS on previous electronic commerce sites is rapidly changing the electronic commerce market and it seems to be a successful settlement as a new electronic commerce trend. This is expected to be evolved in its concept and form speedily.

Despite its growth in social commerce market, there are few researches on how to draw out its successful performance from the viewpoint of marketing as it still remains at the stage of forming a new market from 2010 in Korea. This study designed a research model by finding key variables such as motivation, reputation, trust and etc. which evoke behavioral intention of SCS(social commerce site) customers. This study also examined their influence factor and causal relationship and offered both theoretical and practical suggestions with strategic methods for forming a successful performance.

The purpose of this study is as follows.

First, this study empirically verified influence factors of motivation of SCS users and reputation on customer participation.

Second, this study empirically examined influence factors of SCS customer participation on SCS trust.

Third, this study investigated that SCS trust is a driver for SCS behavioral intention as a main influence factor.

Forth, this study proposed a more concrete and practical implications in SCS for owing firms of the social commerce sites and providers of products and services.

This study developed items for constructs of research model and conducted a survey research subjected to customers using SCS. The validity and reliability of each construct were examined by using SPSS 18.0 and AMOS 18.0 and this study conducted a structural equation model analysis for empirical testing of research hypothesis. Among 1,150 surveys data, 416 were collected. After removing respondents who visit less than one or two times per six months or one year, We finally use 352 samples for analysis.

The main results are as follows.

First, hedonic motivation from intrinsic motivation, and economic and convenience motivation from extrinsic motivation of SCS users have a positive and significant influence on customer participation. On the other hand, even though social motivation turned out to have insignificant influence on customer participation, impulsivity motivation turned out to have a direct influence on behavioral intention.

Second, SCS reputation has a positive and significant influence on customer participation.

Third, customer participation of SCS users significantly influences on both owing firms of the social commerce sites trust and providers of products and services trust.

Forth, while providers of products and services trust of SCS users have not a significant influence on behavioral intention, owing firms of the social commerce sites trust of SCS users have a significant influence on SCS behavioral intention.

Some strategic implications of this study are as follows.

First, active participation of customers can be led by offering products and services which can meet hedonic motivation such as giving pleasure and interest in shopping to SCS users, economical benefits such as offering cheaper coupons, and convenience motivation such as easier use of coupons.

Second, it is needed to establish competitive reputation as it can attract SCS users into more active customer participation, but reputation can not be established in a short period of time. Therefore, owing firms of the social commerce sites and providers of products and services should plan more effective ways to establish reputation and CI(corporate identity) from a wider point of view by completing moral duties and social responsibility.

Third, in order for customer to share suggest information, firms may open online community and setup a solid SCS trust which lead to natural participation of customers in SCS.

Forth, the study find that a positive behavioral intention which directly influence company performance can be formed when SCS users have trust in owing firms of the social commerce sites. Therefore, owing firms of the social commerce sites should keep promises with users and need to make every effort to allow credible providers of products and services to enter.

The current analysis has a number of limitations and the findings also lead to new questions and future line of inquiry.

First, in the research model of this study, the participation of customers is divided into two stages as pre-participation and post-participation of customers and active and voluntary participation of customers forms trust and finally extends its influence on behavioral intention of customers. This is an important finding of this study but from the viewpoint of general relationship between attitude and traditional theory of consumer behavior, trust is understood as a antecedents, which should be studied more thoroughly in the future.

Second, even though social commerce sites have significant differences comparing to other general electronic commerce sites as they also have SNS characteristics, this study only focused on customer participation. So future researches need to include another factors covering SCS environment considering additional SNS characteristics.