소셜커머스 고객의 신뢰, 만족, 그리고 충성도의 구조적 관계: 소셜커머스 사업자를 중심으로
The Structural Relationships among Customer Trust, Satisfaction, and Loyalty in Social Commerce Context: Focusing on Social Commerce Providers
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초록
최근 정보시스템 및 정보통신의 주요 화두는 스마트폰과 소셜네트워크서비스(social network service: SNS)를 기반으로 하는 다양한 모바일 기기와 서비스의 수용 및 확산에 따른 새로운 비즈니스 모델의 등장이다. 특히, 확실한 입지를 다져가고 있는 SNS는 단순 커뮤니케이션 도구 이상의 광고, 게임, 교육, 그리고 상거래 등 다양한 분야에서의 새로운 서비스를 만들어 가고 있다. 따라서 본 연구에서는 새로운 시장으로 떠오르는 소셜커머스(social commerce) 시장에서 소비자가 사업자에 대한 신뢰와 만족, 그리고 충성도에 미치는 영향 등을 실증적으로 분석하였다. 본 연구는 소셜커머스 소비자의 사업자 만족요인을 구매동기, 신뢰의 선행요인을 기업명성과 소셜집단 영향으로 제안하고, 소셜커머스 사업자의 신뢰, 만족, 그리고 충성도에 영향을 미치는 구조적 관계 등을 실증적으로 분석하였다. 특히, 사업자의 신뢰가 사업자의 만족과 충성도에 대한 영향과 사업자 만족이 사업자 충성도에 어떠한 영향을 미치는지는 소셜커머스 이용자 500명을 대상으로 설문조사를 하고 구조방정식모형을 이용하여 실증분석 하였다. 본 연구의 분석 결과는 다음과 같다. 첫째, 소셜커머스 사업자 만족의 구매동기인 비용절감과 충동구매는 사업자 만족에 영향을 미치며, 소셜커머스 사업자 신뢰의 선행요인인 사업자의 명성, 사회적 영향, 의사결정지원, 그리고 댓글/리뷰 등은 소셜커머스 사업자 신뢰에 영향을 미치는 요인으로 나타났다. 둘째, 사업자의 신뢰는 사업자의 만족과 충성도에 유의적인 영향을 미치는 것으로 나타났으며, 사업자 만족이 사업자 충성도에 영향을 미치는 것으로 나타나 소비자가 지각하는 사업자의 신뢰가 만족 및 충성도에 매개역할을 한다는 것을 밝혔다는 점에서 그 의의를 찾을 수 있다.
Abstract
To test unidimensionality and nomological validity of the measures of each construct we employed scale refinement procedure. The results of reliability test with Cronbach's alpha and confirmatory factor analysis warranted unidimensionality of the measures for each construct. In addition, nomological validity of the measures was warranted from the result of correlation analysis. The data were analyzed with structural equation modeling using path analysis. The result of the overall model analysis appeared as follows: χ²=50.97 df=13, p-value= .00, RMR= .03, GFI= .98, AGFI= .92, NFI= .98, TLI= .94, CFI= .98, RMSEA= .08. Since the result of the overall model analysis demonstrated a good fit, we could further analyze our data. The results of this study are as follows: Firstly, the antecedents of trust transfer, decision making supports of social group influence had positive effect on trust of SCP, and reputation of a SCP. Secondly, social influence, decision making supports, and reply/review had positive effects on trust of the SCP. Thirdly, trust of the SCP had positive effects on satisfaction and loyalty of the SCP. Fourthly, satisfaction of the SCP had positively direct effects on loyalty of the SCP. At the end of this paper, limitations, further research directions, and implications are suggested.
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