초록 열기/닫기 버튼
The purpose of this study was to analyze the effect of selection attributes of social commerce on brand trust and brand loyalty, and to suggest the alternatives for improving customer satisfaction at social commerce and promoting related businesses. The specific purposes of this study were as follows; First, this study figured out the selection attributes of social commerce by literature review on social commerce. Second, this study tested empirically the effect of selection attributes of social commerce on brand trust. Third, this study tested empirically the effect of selection attributes of social commerce on brand loyalty. Fourth, this study tested empirically the effect of brand trust and brand loyalty on customer satisfaction of social commerce. Finally, this study suggested the marketing strategy for enhancing the value of social commerce companies by keeping and improving brand value. The selection attributes affecting brand trust and brand loyalty included transaction security, low price, SNS connectivity, user convenience, information quality, and collectivism. The most important attribute was transaction security. To keep and improve brand value of social commerce, it is important to secure transaction security, and to study the alternatives for enhancing brand trust and brand loyalty.
키워드열기/닫기 버튼
social commerce, brand trust, brand loyalty, customer satisfaction
