Purpose – Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products. At present, China market has some problems due to its rapid growing. However, empirical research or academic approach to social commerce has not been made enough. So, it is important for Chinese social market to develop and enlarge the customers with stability under the reliability and satisfaction. Also it is important for them to have repurchase intention. Nowadays, it is necessary to find the factors on customer satisfaction and trust, whereas consumers' dissatisfaction and unreliability are increasing on social commerce recently. In addition, researches on social commerce have been actively pursued by a variety of domestic and foreign scholars. However, researches on social commerce and Chinese market are short of, and they have some limitations because of the rapid growth of the market even though it is the early stage. The current situation requires researches on consumers' repurchase intention for continuing growth in the future according to the growth of Chinese social commerce. Research design, data, and methodology – The literature and the empirical studies are combined in order to achieve the purpose of the study. Deriving social commerce features and consumer properties as factors affecting the repurchase intention through the literature, and these factors have modeled a series of assumptions about the impact on satisfaction and trust, and is conducted to test the hypothesis and questionnaires are derived based on the variables discussed in the previous study. Appropriate measures were developed and tested on 227 respondents in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by SPSS 23.0 and Amos 23.0. Results – Research results about social commerce characteristics and factors affecting the repurchase intention are presented to Chinese market companies that adopt business models and consumer characteristics. In addition, this study focuses on the characteristics of social commerce, from two-dimensional characteristics of the consumer satisfaction, trust and the impact on the repurchase. Therefore, social commerce features and consumer properties based on the results of this study may lead the strategic implications that may increase the repurchase intention. Conclusions – The classification reviewing the previous findings related to social commerce and social commerce features affects social commerce repurchase (price discount, interactivity) and consumer characteristics (impulsivity, innovation, collectivism). It affects repurchase on factors and analyzes empirically. The empirical results identify major characteristics (social commerce characteristics, attributes) that affect the repurchase intention, and give the practical implications as well as the business strategies that are able to enhance social commerce repurchase consumers. Social commerce is a certain way of how people buy some products together with others through the internet sites with mutual interactions among customers with the benefits of SNS when buying some products.


Social Commerce, Social Commerce Traits, Consumer Traits, Repurchase Intention, Customer Satisfaction.


  1. [thesis] 안광훈 / 2011 / 소셜커머스 신뢰, 만족과 충성도의 구조적 관계 : 신뢰전이를 중심으로

  2. [jounal] Anckar, B. / 2002 / Value Creation in Mobile Commerce : Findings from a Consumer Survey / Journal of Information Technology Theory and Application 4 (1) : 43 ~ 64

  3. [jounal] 배재권 / 2013 / 소셜커머스 서비스의 재구매의도 영향요인에 관한 연구 / e-비즈니스연구 14 (2) : 199 ~ 224

  4. [thesis] Cho, Kwang-Hyun / 2012 / The Effects of Social Commerce Characteristics on Trust and Purchase Intention: Focused on Moderating Effect of Innovativeness and Information Search Style

  5. [thesis] Cho, Sung-Yean / 2011 / A study on the satisfaction and repurchase intention of Korean and Chinese social commerce's user: focused on the food service coupon's user

  6. [thesis] Cho, Wan-Jun / 2013 / A Study of the Effect of Relational Benefits on e-loyalty in Social Commerce: Satisfaction and Trust a Mediator

  7. [thesis] Fan, Di / 2014 / The Study of Group Buying in Korean Cosmetic Business Through Social Network Service

  8. [jounal] 방림 / 2011 / 소셜커머스의 특성이 신뢰와 구전의도에 미치는 영향 / 전자상거래학회지 12 (2) : 89 ~ 108

  9. [jounal] Grewal, D. / 1998 / The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions / Journal of Marketing 62 (2) : 46 ~ 59

  10. [jounal] 한은경 / 2011 / 소셜 커머스의 이용 동기와 만족, 재구매 의도에 관한 연구: 이용과 충족이론을 중심으로 / 한국광고홍보학보 13 (3) : 298 ~ 325

  11. [jounal] Hofstede, G. / 1984 / The cultural relativity of the quality of life concept / Academy of Management Review 9 (3) : 389 ~ 398

  12. [thesis] Hong, Hyun-Joo / 2012 / Buying motivation of fashion products in social shopping, and the relationship with trust and satisfaction-focusing on fashion innovativeness as a moderating effect

  13. [thesis] 진예 / 2013 / 소셜커머스 쇼핑앱 특성이 만족과 신뢰에 미치는 영향 : 관여도를 중심으로

  14. [thesis] 김창복 / 2011 / 인터넷쇼핑몰에서 신뢰와 만족에 영향을 미치는 요인에 관한 연구 : 중국 소비자를 대상으로

  15. [jounal] 김가영 / 2012 / 소비자 충동구매 행동요인에 관한 연구: 소셜커머스 사용자를 중심으로 / Entrue Journal of Information Technology 11 (3) : 71 ~ 88

  16. [thesis] 이아람 / 2012 / 소셜 커머스 구매 요인이 고객만족, 고객충성도 및 재구매에 미치는 영향 연구

  17. [thesis] 이창경 / 2013 / 외식소비자의 소셜커머스 구매특성이 고객만족 및 충성도에 미치는 영향

  18. [thesis] Lee, Hyun-Sin / 2014 / A Study on the Relations of Motivation, Satisfaction and Intension of Repurchase of Social Commerce Customer

  19. [jounal] Lee, Jie-Un / 2011 / The Study on the Users"Interaction Experience according to the Type of usage motivation / HCI of KECRA 12 (4) : 799 ~ 824

  20. [jounal] 문태현 / 2007 / 인터넷쇼핑몰의 과다한 가격할인 및 선착순경매가 소비자의 구매의도에 미치는 영향에 관한 연구 / 정보처리학회논문지D 14 (4) : 395 ~ 406

  21. [jounal] Newman, Joseph W / 1973 / Multipartite Analysis of Brand Loyalty for Major Household Appliances / Journal of Marketing Research 10 : 72 ~ 91

  22. [jounal] Oliver, R. L. / 1981 / Measurement and Evaluation of Satisfaction Process in the Retail Settings / Journal of Retailing 57 : 25 ~ 48

  23. [thesis] Park, Eun-A / 2008 / The Relationship between Social Network Service usage and student engagement

  24. [jounal] Yoon, Sung-Joon / 2011 / The Impact of Social Commerce Traits on Consumer Satisfaction and Purchase Behavior / Services marketing of Korea 4 (2) : 23 ~ 46

  25. [thesis] 양걸 / 2013 / 소셜커머스 특성과 인터넷사용자 특성이 이용자 만족과 재구매 의도에 미치는 영향에 관한 연구

  26. [thesis] Wang, Fei Fei / 2012 / The Study on the factors that affect purchase behavior of Social Commerce

  27. [thesis] Wang, Yun-Song / 2011 / A Study on The Relationship in the Social Commerce Attributes and the Intention of Repurchasing