A Study on the Effect of Social Commerce Service Quality and Service Provider Physical Environment on the Social Commerce Loyalty -Focused on the Social Commerce for Group Purchase-

Abstract

This study examines the effects of social commerce service quality and the service provider's physical environment on customer loyalty based on trust and satisfaction. Study results are as follows: First, correlation analysis results for social commerce service quality and social commerce trust find that informativity and interactivity exert statistically significant effects on social commerce trust. Second, service provider's physical environment and service provider satisfaction correlation analysis results demonstrate cleanliness, ambience, and interactivity exert statistically significant effects on service provider satisfaction. Lastly, the correlation between social commerce trust, service provider satisfaction, and social commerce loyalty, was statistically significant. Results of this study are expected to provide general understanding of group purchase decisions in social commerce and to provide value input in strategy development for social commerce with respect to group purchase and service provider.