발간년도 : [2014]
| 논문정보 |
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| 논문명(한글) |
[Vol.9, No.6] A Study on the Effects of Users' Desire to Use and Complementarities of Social Commerce on Continuous |
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| 논문투고자 |
Sung-Yul Ryoo, Sang-Cheol Park, Soo Hwan Kwak |
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| 논문내용 |
As social commerce has rapidly grown, a number of studies have been conducted to investigate into an individual’s intention to use social commerce. Considering the benefits related to the social commerce, there still remain opportunities for identifying some key variables that may help explain the continuous usage intention in social commerce. In particular, there has been little empirical work in this area to understand why people continuously use the social commerce. In this study, drawing on the main variables such as hedonic need fulfillment of social commerce and complementarities of social commerce, we develop and test a model of an individual's continuous usage intention in social commerce. Our model posits that both hedonic need fulfillment and complementarities of social commerce affect continuous intention by mediating both expected confirmation and satisfaction. Survey data collected from social commerce consumers were used to test the model by using PLS (partial least squares) analysis. According to our results, hedonic need fulfillment and complementarities of social commerce affected both expected confirmation and satisfaction, respectively. We also found that expected confirmation has a positive effect on satisfaction, which leads to the individuals’continuous usage intention. Based on our empirical findings, the implications for both research and practice are discussed. |
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