Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Effect of Social Commerce Service Quality and Service Provider Physical Environment on the Social Commerce Loyalty -Focused on the Social Commerce for Group Purchase-

소셜커머스 서비스품질과 서비스제공 업체의 물리적환경이 소셜커머스 충성도에 미치는 영향 -공동구매형 소셜커머스를 중심으로-

  • Choi, Tae-Ho (Dept. of Distribution Management, Catholic of University in Pusan) ;
  • Yun, Dae-Hong (The Research Institute of Knowledge Service and Consulting, Dong-A University) ;
  • Ock, Jung-Won (Dept. of Distribution Management, Catholic of University in Pusan)
  • 최태호 (부산가톨릭대학교 유통경영학과) ;
  • 윤대홍 (동아대학교 지식서비스.컨설팅연구소) ;
  • 옥정원 (부산가톨릭대학교 유통경영학과)
  • Received : 2016.08.09
  • Accepted : 2016.11.10
  • Published : 2016.11.30
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Abstract

This study examines the effects of social commerce service quality and the service provider's physical environment on customer loyalty based on trust and satisfaction. Study results are as follows: First, correlation analysis results for social commerce service quality and social commerce trust find that informativity and interactivity exert statistically significant effects on social commerce trust. Second, service provider's physical environment and service provider satisfaction correlation analysis results demonstrate cleanliness, ambience, and interactivity exert statistically significant effects on service provider satisfaction. Lastly, the correlation between social commerce trust, service provider satisfaction, and social commerce loyalty, was statistically significant. Results of this study are expected to provide general understanding of group purchase decisions in social commerce and to provide value input in strategy development for social commerce with respect to group purchase and service provider.

본 연구는 소셜커머스 서비스품질과 서비스제공 업체의 물리적환경이 소셜커머스 신뢰 및 서비스제공 업체 만족을 통한 소셜커머스 충성도에 미치는 영향에 관한연구로, 가설검증결과는 다음과 같다. 첫 번째, 소셜커머스 서비스품질과 소셜커머스 신뢰와의 관계는 정보성(가설 1-1), 상호작용성(1-3)이 소셜커머스 신뢰에 통계적으로 유의한 결과를 미치는 것으로 나타났으며, 거래성(가설 1-2), 웹디자인(가설 1-4), 보안성(가설 1-5)은 통계적으로 유의하지 않는 것으로 나타났다. 두 번째, 서비스제공 업체 물리적환경과 서비스제공 업체 만족과의 관계는 청결성(가설 2-2), 분위기(가설 2-3), 상호작용성(3-5)이 서비스제공업체 만족에 통계적으로 유의한 결과를 미치는 것으로 나타났으며, 편리성(가설 2-1), 유용성(가설 2-4)은 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 소셜커머스의 신뢰와 서비스제공업체 만족과 소셜커머스 충성도간의 관계(가설 3, 4, 5)는 모두 통계적으로 유의한 결과를 미치는 것으로 나타났다. 본 연구의 결과는 공동구매형 소셜커머스에 대한 종합적인 이해와 함께 공동구매형 소셜커머스 및 서비스제공 업체의 활성화를 위한 전략의 수립에도 중요한 시사점을 제공할 것으로 기대된다.

Keywords

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