소셜커머스 특징과 개인 특징이 신뢰와 신뢰성과에 미치는 영향에 대한 실증연구
A Empirical Study on the Factors Influencing the Trust of Social Commerce(s-Commerce)
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참고문헌
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초록
소셜 네트워크 서비스(SNS)가 활성화되면서 전자상거래에 새로운 패러다임을 형성하게 도이었으며, 그 중 대표적인 것이 소셜커머스이다. 소셜커머스란 기존의 전자상거래가 SNS와 결합한 형태로서 서비스 및 상품을 하루에 한 가지씩 50% 할인하고 트위터와 페이스북과 같은 SNS를 활용해 정보를 제공하고 광고하여 판매하는 전자상거래를 말한다. 소셜커머스가 성공하기 위해서 고객들이 판매자나 제품 및 서비스, 그리고 사이트에 대해 신뢰가 형성되어야 하며 신뢰가 높을 때 구매의도나 SNS를 통한 구전의도가 활성화될 수 있다. 그러므로 본 연구의 목적을 구체적으로 살펴보면 다음과 같다. 첫째, 소셜커머스가 기존의 전자상거래의 특성을 동일하게 지니고 있다는 점을 기반으로 명성, 경제성, 정보품질, 거래안전성, 상호작용성을 소셜커머스 특성으로 살펴보았으며 이들 특성이 신뢰형성에 미치는 영향력을 살펴본다. 둘째, 소셜커머스를 사용하는 개인의 특성으로 신뢰성향, 구매경험, 구전효과를 살펴보았으며, 이러한 특성이 신뢰형성에 미치는 영향력을 살펴본다. 마지막으로 신뢰가 신뢰성과로 제시한 구매의도와 구전의도에 어떠한 영향을 미치는지를 살펴본다. 소셜커머스 사용 경험자를 대상으로 설문조사를 수행하였으며 경로분석을 수행하였다. 분석결과, 소셜커머스 특성은 모두 신뢰형성에 정(+)의 영향력을 가지는 것으로 나타났으며 개인 특성 중에서 구매경험과 구전효과는 신뢰형성에 정(+)의 영향력을 가지는 것으로 나타났다. 그러나 개인 특성 중 신뢰성향은 신뢰형성에 유의한 영향력을 미치지 못하는 것으로 나타났다. 마지막으로 신뢰는 구매의도와 구전의도에 긍정적인 영향력을 가지는 것으로 나타났다. 본 연구는 기존의 소셜커머스 산업의 성공과 활성화를 위한 전략수립에 도움을 줄 수 있을 것이다.
Abstract
The development of Social Network Service(SNS) has brought new paradigms, called social commerce(s-Commerce). s-Commerce is a subset of e-Commerce involving the usage of SNS that supports social interaction and user contributions in order to help online buying and selling of products and services. Customer's trust is very important to success and invigorate of s-Commerce. Companies and sellers have to pay attention and work hard to gain customer's trust. Thus, the purpose of this study is to investigate which trust formation factors affect and play a major role in establishing s-Commerce trust, and whether trust affects the purchase intention and word-of-mouth intention through SNS. Based on existing studies, this study proposed trust formation factors, such as s-Commerce characteristics(Reputation, Economic Feasibility, Information Quality, Transaction Safety, Interaction) and user characteristics(Propensity to Trust, Purchase Experience, Word-of-Mouth Effect). An empirical analysis has been conducted with experienced s-Commerce customers to validate of research model and hypotheses. The results of the study can be summarized as follows. First, s-Commerce characteristics have a positive influence on the trust. Second, purchase experience and word-of-mouth effect within user characteristics have a positive influence on the trust. But propensity to trust does not have a positive influence on the trust. Finally, the trust in social commerce positively influenced trust performances such as the purchase intention and word-of-mouth intention. This study may be able to help company or seller's plan for establishment of strategy to success and invigorate social commerce industry.
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