Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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The Role of Site Stickiness and Its Antecedents in a Social Commerce Environment

소셜커머스에서 사이트 밀착도의 역할과 선행 요인에 관한 연구

  • 김병수 (서울여자대학교 사회과학대학 경영학과)
  • Received : 2013.03.05
  • Accepted : 2013.09.16
  • Published : 2013.09.30
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Abstract

Social commerce is a subset of e-commerce that involves using social media, and user contributions to assist in the online buying and selling of products and services. Given the rapid growth of social commerce sites such as Groupon, Ticketmonster, and Coupang, it has become critical to understand customer purchasing decision-making processes in the social commerce environment. This study developed a theoretical model to examine the role of social commerce site's stickiness in customers' repurchasing decision processes. This study identifies price attribute, variety of selection, shopping enjoyment, and anger as the key factors of social commerce site's stickiness. Data collected from 164 users who had more purchasing experiences with social commerce for more than 7 months were empirically tested against the research model. The analysis results indicate that social commerce site's stickiness plays an important role in enhancing customer's purchasing behavior. Moreover, price attribute and shopping enjoyment significantly influence social commerce site's stickiness, whereas anger does not significantly affect consumer purchasing decision-making processes. However, contrary to our expectation, variety of selection negatively influences social commerce site's stickiness. The theoretical and practical implications of the findings are described.

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