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Social networking atmosphere and online retailing

신종국|박민숙|JU YONG
한국마케팅과학회 (Korean Scholars of Marketing Science)|2014.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제24권 제1호|pp. 89-107|DOI http://dx.doi.org/10.1080/21639159.2013.867681

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키워드

purchase intention购买意向environmental behaviorsocial networking atmosphereonline retailingonline consumer behavior环境行为社交网络氛围网上零售在线消费者行为
주제분류경영학

초록

Online store atmosphere is an important determinant of shopping behavior. The rapidgrowth of online social networks means it is widely used in online stores in manypatterns. We seek to address the lack of systematic research on how customer-tocustomersocial environment can influence consumer online shopping outcome. Thisstudy adopts the concept of social networking atmosphere of online stores and uses theStimulus-Organism-Response framework widely used in environmental psychology totest whether the characteristics of the social networking environment of online storescan influence their consumers’ shopping behavior. The characteristics of the socialnetworking atmosphere are proposed to be convenience, personalization, and socialsurveillance. We received 270 valid responses from people who have experience usingonline stores with a social networking environment. The results indicate that thecharacteristics of the social networking environment (convenience, personalization,and social surveillance) will increase consumers’ satisfaction with (affective) andperceived usefulness of (cognitive) the online store atmosphere, which in turn willincrease the consumers’ purchase intention in the online store with a social networkingatmosphere. Moreover, males have better internal states to convenience andpersonalization than females and females have better internal states to socialsurveillance than males.

Abstract

Online store atmosphere is an important determinant of shopping behavior. The rapid growth of online social networks means it is widely used in online stores in many patterns. We seek to address the lack of systematic research on how customer-to customer social environment can influence consumer online shopping outcome. This study adopts the concept of social networking atmosphere of online stores and uses the Stimulus-Organism-Response framework widely used in environmental psychology to test whether the characteristics of the social networking environment of online stores can influence their consumers’ shopping behavior. The characteristics of the socialnetworking atmosphere are proposed to be convenience, personalization, and socialsurveillance. We received 270 valid responses from people who have experience using online stores with a social networking environment. The results indicate that the characteristics of the social networking environment (convenience, personalization,and social surveillance) will increase consumers’ satisfaction with (affective) and perceived usefulness of (cognitive) the online store atmosphere, which in turn will increase the consumers’ purchase intention in the online store with a social networking atmosphere. Moreover, males have better internal states to convenience andpersonalization than females and females have better internal states to socialsurveillance than males.

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