Research Articles

A Comprehensive Understanding of the Purchasing and Visiting Behaviors of Customers on Social Commerce Sites


Cheolho Yoon

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Social commerce is a new type of e-commence that is based on social networking technologies and aggressive marketing strategies, such as one-deal-a-day. However, although social commerce has become very popular, little is known of customers’ substantive purchasing behaviors when using social commerce sites. These behaviors, namely visiting and purchasing behaviors, are the focus of this study. Hence, this study aims to provide comprehensive understanding of the visiting and purchasing behaviors of customers in relation to social commerce sites. A research model based on the utilitarian and hedonic values of shopping, social influence, and convenience, which represent social commerce features, was developed and empirically analyzed using data from social commerce site users. The results revealed that purchasing behaviors of consumers when they use social commerce sites are affected directly by the utilitarian value (perceived usefulness) of the site as well as their purchase intention. Purchase intention is affected by perceived usefulness, subjective norm, and visiting behaviors. The visiting behaviors of consumers in relation to social commerce sites are also affected directly by the hedonic value (playfulness) of the site as well as their intention to visit the site. The findings of this study have implications for practitioners with regard to understanding and promoting the use of social commerce sites.


 Ⅰ. Introduction
 Ⅱ. Theoretical Background and Hypothesis Development
  2.1. Social Commerce
  2.2. Utilitarian Value in Purchasing Decision-Making
  2.3. The Role of Playfulness in Social Commerce
  2.4. The Effects of Social Influence on Social Commerce
  2.5. Convenience as a Feature of Social Commerce
  2.6. Research Model
 Ⅲ. Research Methodology
  3.1. Data Collection
  3.2. Measurements
 Ⅳ. Results
  4.1. Reliability and Validity of Measurement Items
  4.2. Hypothesis Testing Results
 Ⅴ. Discussion and Conclusions
  5.1. Contributions and Implications
  5.2. Limitations and Further Research Issues


  • Cheolho Yoon Professor, Dept. of Business Administration, Mokpo National University, Korea


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