A Study on the Customer Satisfaction and Re-Purchase Intention on Characteristics of Social Shopping

Abstract

,Wa n gP i n g 1 a n dS e o n gYo n gJ a n g 2 * 1 De p a r t me n to fI n d u s t r i a l& I n f o r ma t i o nS y s t e msGr a d u a t eS c h o o lo fP u b l i cP o l i c ya n dI n f o r ma t i o n T e c h n o l o g y ,S e o u lNa t i o n a lUn i v e r s i t yo fS c i e n c ea n dT e c h n o l o g y 2De p a r t me n to fI n d u s t r i a l& I n f o r ma t i o nS y s t e msE n g i n e e r i n g,S e o u lNa t i o n a lUn i v e r s i t yo fS c i e n c e a n dT e c h n o l o g y Abstract This paper redefines the concept of social shopping as the part of social commerce and identifies the significant factors to the customer satisfaction and repurchase intention for the social shopping using the factor analysis based on the selected elements from the previous research results. Structural equation modeling(SEM) result shows that 3 significant factors to the customer satisfaction are price, convenience of web site use and fun. But Security, reliability, diversity did not affect significantly satisfactorily. From the resulting factors to the customer satisfaction, users of social shopping seems to be satisfied with site entertainment like looking around and comparison shopping. The main purpose of visiting social shopping sites is considered as not only purchase of goods or services but also entertainment in the community and cyberspace. The results of this study, it provides an indication of the aspects of marketing that can be used in social shopping practice. Key Words :