원문정보
초록
영어
Social commerce has become one of a crucial distribution channel in the restaurant industry. Though there are a lot of consumers who buy food service product in social commerce, the prior study about food service product is uncommon in social commerce context. This research investigate the effect of utilitarian and hedonic shopping value of food service products consumer on purchase intention and mediating role of satisfaction. The result show that utilitarian shopping value and hedonic shopping value affected on shopping satisfaction in social commerce, via satisfaction. Also, this study examined the moderating role of impulsiveness and innovativeness. The finding revealed that impulsiveness and innovativeness moderates the relationship between only hedonic (not utilitarian) shopping value and satisfaction in social commerce. This finding expanded the understanding of purchasing behavior of social commerce consumer theoretically. Moreover, this investigate recover how impulsiveness and innovativeness have an important role in social commerce, practically.
목차
Introduction
Theoretical Backgrounds
Shopping value
Satisfaction
Impulsiveness and Innovativeness
Research hypotheses
Research method
Data collection
Measures
Data analysis and results
Confirmatory Factor Analysis
Hypothesis testing – main effects
Hypothesis testing – moderating effects
Discussion and Conclusions
Acknowledgments
References