The Effect of Shopping Value on Fashion Shopping Satisfaction and Future Behavioral Intention in Fashion Social Commerce

Abstract

This study investigated the effect of consumers' shopping value in social commerce on consumers' fashion shopping satisfaction and future behavioral intention. Respondents were limited to consumers aged 20 to 39 who had recently purchased fashion products through social commerce over the last month. The final analysis used 318 samples. Descriptive statistics, Cronbach's alpha, confirmatory factor analysis, and structural equation model were conducted. The results are as follows. First, hedonic and utilitarian shopping value significantly influenced consumers' fashion shopping satisfaction in social commerce. Hedonic shopping value was more strongly related to fashion shopping satisfaction. Second, fashion shopping satisfaction in social commerce had an effect on behavioral intention and SNS word-of-mouth. Behavioral intention consisted of repurchase intention and recommend intention. SNS word-of-mouth intention represented word-ofmouth intention using SNS such as Facebook and Twitter. When consumers were satisfied with their shopping experience, they were willing to have re-patronage intentions and SNS word-of-mouth intention. The results suggested that social commerce should try to raise consumers' fashion shopping satisfaction in social commerce and offer a pleasant experience. Also, social commerce should try to be connected to SNS such as Facebook and Twitter to increase word-of-mouth intention.

Sustainable Diffusion of Fashion Information on Mobile Friends-Based Social Network Service

“…As a result, consumers are actively expressing their preferences in social networks and consumers with similar preferences are forming clusters [84]. In addition, Yang and Choi [85] suggested that relationship characteristics must be intensified in order to increase the degree of WOM intention since consumers purchasing fashion products via social media actively communicate with their friends through SNS and emphasize mutual exchange through this use.…”