The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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The Effects of Social Commerce Attributes on the Satisfaction and Repurchasing Intention for a College Women Student according to Restaurant and Food Choices

여대생들의 소셜커머스를 통한 음식점과 식품 구매 속성이 만족도와 재구매 의도에 미치는 영향

  • 최정화 (숭의여자대학교 식품영양과)
  • Received : 2013.11.25
  • Accepted : 2013.12.17
  • Published : 2013.12.31
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Abstract

Social commerce is becoming an increasingly popular shopping method among college women students. This study focuses on the influence of the satisfaction lavels and repurchasing intentions by consumers for restaurant and food choices according to social commerce attributes. In this survey, 351 valid surveys are being used to test the hypothesized (183 users and 168 non-usesr within 6 months), in order to ensure validity and reliability. As a result, factors such as perceived value, product diversity & information, delivery, ordering convenience, site character, price competitiveness, time pressure, and real time information are all being found. Factors of perceived value (p<0.001), price competitiveness (p<0.001), product diversity & information (p<0.05), delivery (p<0.05), and site character (p<0.05) significantly influence the customer satisfaction rates. Factors of perceived value (p<0.001), price competitiveness (p<0.001), time pressure (p<0.001), and site character (p<0.01) significantly influence the repurchasing intentions. In addition, it has been found that the customer satisfaction rates significantly influence repurchase intentions.

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References

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