The Effects of Social Commerce Characteristics on Satisfaction and Reuse Intention
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초록
Many studies have been conducted to investigate into an individual’s intention to reuse social commerce. The major purpose of this study investigate the effects of characteristics on satisfaction and reuse intention in social commerce. Based on the relevant literature reviews, this study posits six characteristics of recognition, economy, easiness, entertainment, usefulness and rapidness as characteristics, and established a research model include 2 factors such as satisfaction and reuse intention to measure performance in social commerce. Based on the previous studies and conceptual framework developed in this study, we derive 7 hypotheses. To test the hypotheses, we estimate the level of fitness and parameters of structure equation model by using AMOS 18.0 and 242 customers of the social commerce survey data have been collected and analyzed. The results of this study are summarized as follows. Firstly, five characteristics of recognition, economy, easiness, usefulness and rapidness are significantly positive effect on satisfaction. But characteristic of entertainment had a negative influence upon satisfaction. Secondly, satisfaction is significantly related to reuse intention in social commerce. This study suggested the strategic implications to induce customers satisfaction and reuse intention after analyzing critical factors about characteristics of social commerce.
Abstract
Many studies have been conducted to investigate into an individual’s intention to reuse social commerce. The major purpose of this study investigate the effects of characteristics on satisfaction and reuse intention in social commerce. Based on the relevant literature reviews, this study posits six characteristics of recognition, economy, easiness, entertainment, usefulness and rapidness as characteristics, and established a research model include 2 factors such as satisfaction and reuse intention to measure performance in social commerce. Based on the previous studies and conceptual framework developed in this study, we derive 7 hypotheses. To test the hypotheses, we estimate the level of fitness and parameters of structure equation model by using AMOS 18.0 and 242 customers of the social commerce survey data have been collected and analyzed. The results of this study are summarized as follows. Firstly, five characteristics of recognition, economy, easiness, usefulness and rapidness are significantly positive effect on satisfaction. But characteristic of entertainment had a negative influence upon satisfaction. Secondly, satisfaction is significantly related to reuse intention in social commerce. This study suggested the strategic implications to induce customers satisfaction and reuse intention after analyzing critical factors about characteristics of social commerce.
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