소비자의 소셜쇼핑 구매결정에 영향을 미치는 요인 분석

초록

The purpose of this study is to search main factors on consumers' purchasing behaviors in social commerce. More specifically, we try to find what affects purchasing experience and amount in social shopping. Two different regression models are used in which the first regression is utilized to find main factors on social shopping experience and the second regression is made use of searching important elements on the amount purchased through social commerce. Data used in empirical analysis are collected through a survey toward consumers in Kyeonggi and Seoul area. Estimation results show that knowledge of social commerce, frequency of shopping through social commerce, degree of understanding about shopping procedure in social commerce, and age are the main factors on social shopping and degree of positive attitude in purchasing new products, capacity and quantity of contents of products or services, reliability of recommender, frequency of shopping through internet are the main causes on the amount of shopping in social commerce.

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