ABSTRACT

With the recent popularization of smartphones and expansion of social network services(SNS), social commerce as a new market is drawing much attention. Social commerce is electronic commerce that uses SNS, which includes social media and on/offline media. It provides products at an extremely discounted price when the number of buyers exceeds a certain predefined number. Recognizing the rapid growth of the social commerce market and the resulting profit opportunity and its role as a new growth drive of the media sector, many global IT and internet business are considering social commerce the strongest social media, and are trying to continue to develop new social commerce business models. The social commerce market is becoming more and more competitive, and the interest in social commerce is increasing in South Korea. Most of the studies on social commerce, however, have been conducted from the viewpoint of technology and system engineering, and few studies are conducted from the users’ viewpoint. In this sense, this study is aimed at proposing a new research model in which repurchase intention influence factors of social commerce services (i.e., interactivity, social presence, and self-efficacy) affect TAM (i.e., perceived usefulness and perceived ease of use) and Flow positively, leading to repurchase intention of social commerce eventually. This study developed a research model to explain the repurchase intention of social commerce and collected 132 survey responses from the undergraduate students who had experiences with such social commerce services. To prove the validity of the proposed research model, PLS analysis is applied with the valid 132 questionnaires. By employing the PLS technique, the measurement reliability and validity of research variables are tested, and the path analysis is conducted to carry out the hypothesis testing. In brief, the finding of this study suggests that repurchase intention influence factors of social commerce services affect TAM and Flow positively, and customer repurchase intention as well.

KEYWORD

social commerce, social network services, repurchase intention influence factors, technology acceptance model(TAM), flow theory

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