Effects of Characteristics of Social Commerce on Purchase Intention -Moderating Effects of Perceived Risk and Price Sensitivity of Mobile Application Users-

소셜커머스의 특성이 구매의도에 미치는 영향 -모바일 앱 사용자의 지각된 위험과 가격민감성의 조절효과-

  • Received : 2016.04.19
  • Accepted : 2016.05.26
  • Published : 2016.06.30


This research investigates the characteristics of the mobile social commerce and explores the moderating effects of perceived risk and price sensitivity. This survey targeted consumers in their 20s to 30s who use mobile social commerce applications. We used 261 questionnaires for the final statistical analysis. Descriptive analysis, factor analysis, reliability analysis, and hierarchical regression analysis were applied in the data analysis. The results are summarized as follows. First, characteristics of mobile social commerce are composed of economics, informativeness, entertainment and promotion. Second, perceived risk (which had a negative effect on purchase intention) had moderating effects between perceived risk and economics or entertainment. Third, price sensitivity (which had a positive effect on purchase intention) had a moderating effect between price sensitivity and promotion. This study contributes to the disclosure of the role of perceived risk and price sensitivity as moderating factors between the characteristics of mobile social commerce and purchase intention. Finally, useful implications (both academic and practical) are provided for fashion retail managers.


Mobile social commerce;Purchase intention;Perceived risk;Price sensitivity;Moderating effect


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