최근 SNS(social Networking Service)는 웹2.0 페러다임 등장 이후 커뮤니케이션의 환경 변화와 함께 인터넷 컨텐츠 생산 주체가 기업이 아니라 참여자로 그 영역이 확대 되고 있다. 기존 미디어와 달리 쌍방향커뮤니케이션 가능해 탁월한 접근성과 누구나 쉽게 이용할 수 있는 유용성, 정보에 즉각 반응하는 최신성, 영속성의 특성으로 인해 더 많은 사람들이 커뮤니케이션을 하게 될 것이며, 소비와 구매 행동 등에도 소셜 미디어 상의 커뮤니케이션의 영향을 받을 가능성이 더욱 커질 것으로, 기업은 고객의 참여, 공유, 대화를 이끌어 냄으로써 고객들이 이미 가지고 있는 소셜 미디어 네트워크를 통해 마케팅 경험 및 컨텐츠가 구전되는 바이럴 효과를 극대화 할 수 있다. 따라서 본 연구에서는 SNS(Social Networking Service)에서의 소셜커머스 한 형태로 트랜드 되고 있는 공동구매형 소셜커머스의 이용자를 대상으로 관계효익 요인을 통한 만족과 신뢰를 매개로 e-loyalty에 미치는 영향을 실증연구를 통하여 분석하였다. 분석결과 관계효익 요인 중 심리적 효익, 경제적 효익이 만족에 유의한 영향을 미치는 것으로 나타났으나, 고객화 효익은 만족에 유의하지 않았으며, 만족은 신뢰에 신뢰는 고객충성도에 매우 유의한 것으로 나타났다. 이러한 연구결과를 바탕으로 공동구매를 위하여 트위터, 페이스북 등 자신의 소셜네트워크를 활용하여 더 많은 구매자를 끌어 모으는 역할을 하는 바이럴 마케팅에 있어서 소셜커머스의 정책적 시사점을 대안으로 제시하였다.

A SNS(Social Networking Service) since Web 2.0 Paradigm recently appeared with the rapidly changing communications environment, Internet content production companies, not subject as a participant is expanding its territory. Unlike traditional media to interactive communication can be used easily with excellent accessibility and usability, information responsive to the timeliness, consistency, due to the nature of communication, more people will be, social media consumption and purchasing behavior on the impact of communication that are likely to be even greater, companies engage customers, sharing, and dialogue will draw customers who already have experience in marketing through social media networks and content that is word of mouth viral effect can be maximized. In this study, SNS (Social Networking Service) in the form of a trend in the Social Commerce and Social Commerce in the form of a joint purchase of the relational benefit factors to target users via e-loyalty via satisfaction and trust impact on the empirical study was performed. Come to analyze, Psychological benefit of relationship benefits and economic benefits factors had a significant influence on satisfaction, but, Customization benefit was not aware of the satisfaction, customer loyalty, satisfaction, trust, trust was very significant. Based on these findings to a joint purchase of Twitter, Facebook and leverage their social networks attract more buyers to a role in viral marketing, social commerce is proposed as an alternative to the policy implications.

A SNS(Social Networking Service) since Web 2.0 Paradigm recently appeared with the rapidly changing communications environment, Internet content production companies, not subject as a participant is expanding its territory. Unlike traditional media to interactive communication can be used easily with excellent accessibility and usability, information responsive to the timeliness, consistency, due to the nature of communication, more people will be, social media consumption and purchasing behavior on the impact of communication that are likely to be even greater, companies engage customers, sharing, and dialogue will draw customers who already have experience in marketing through social media networks and content that is word of mouth viral effect can be maximized. In this study, SNS (Social Networking Service) in the form of a trend in the Social Commerce and Social Commerce in the form of a joint purchase of the relational benefit factors to target users via e-loyalty via satisfaction and trust impact on the empirical study was performed. Come to analyze, Psychological benefit of relationship benefits and economic benefits factors had a significant influence on satisfaction, but, Customization benefit was not aware of the satisfaction, customer loyalty, satisfaction, trust, trust was very significant. Based on these findings to a joint purchase of Twitter, Facebook and leverage their social networks attract more buyers to a role in viral marketing, social commerce is proposed as an alternative to the policy implications.

SNS, Social Commerce, Relational Benefits, Satisfaction, e-loyalty