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소셜커머스의 할인율이 정상거래 이용고객에 미치는 영향: 분배적 정의와 부정적 감정의 역할을 중심으로

Impact of Price Discount Rate in Social Commerce on Non-Social Commerce Users: The Role of Distributive Justice and Negative Emotion

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초록

본 연구에서는 소셜커머스 모형을 통한 할인거래가 소셜커머스를 이용하지 않은 정상거래 이용자들에 미치는 영향을 규명하고자 한다. 이를 위해, 소셜커머스의 할인율에 의해 형성되는 정상거래 이용자들의 인지적 요인과 정서적 요인을 통합적으로 고려한 연구 모형을 제시하였다. 구체적으로, 할인율이 정상거래에 대한 분배적 정의 인지와 부정적 감정에 미치는 영향과 이를 통해 궁극적으로 해당 판매자와의 재거래의도와 판매자에 대한 부정적 행동의도에 미치는 영향에 대한 가설을 도출하였다. 웹 기반 실험에 근거한 실증 분석의 주요 결과는 다음과 같다. 첫째, 소셜커머스의 높은 할인율은 정상거래 이용자들이 인지하는 분배적 정의를 감소시키고, 결과적으로 판매자에 대한 재거래의도를 저하시킨다. 둘째, 소셜커머스의 높은 할인율과 이에 따른 정상거래의 낮은 분배적 정의는 정상거래에 대한 부정적 감정을 유발시킨다. 셋째, 정상거래에 대한 부정적 감정은 판매자에 대한 부정적 행동의도—판매자에 대한 항의, 해당거래에 대한 부정적 입소문—를 증가시킨다. 분석 결과를 바탕으로 소셜커머스 모형의 지속적 성장과 발전을 위한 시사점과 함께 이론적 시사점을 제시하였다.

Abstract

This study examines the impact of the price discount rate in a social commerce transaction on non-social commerce users who transact the same deal, but at the regular price. Drawing on justice theory and emotion literature, we develop theoretical arguments about how the discount rate in social commerce can impact on the distributive justice perceived by and the negative emotion experienced by non-users, and ultimately, on their intentions to transact with and to act against the seller. We conducted an online experiment and gathered data from 159 participants to test the hypotheses. Analysis results show that the discount rate can reduce distributive justice of non-users, and subsequently, reduce their intention to transact with the seller. Furthermore, the discount rate, coupled with the reduced distributive justice can lead to negative emotion towards regular-priced transactions, which can trigger negative actions such as negative words-of-mouth or complaining behaviors.

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