Causal Model Affecting the Satisfaction of Social Commerce Users in Websites: Mediating Effects of Benefit Factors
Seung-Yeob Yu
Seung-Yeob Yu, Professor, Department of Advertising & Public Relations, Namseoul University, Korea.
Manuscript received on 01 January 2019 | Revised Manuscript received on 06 January 2019 | Manuscript Published on 07 April 2019 | PP: 180-186 | Volume-8 Issue- 3C January 2019 | Retrieval Number: C10460183C19/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The purpose of this study was to investigate the causal relationship between consumers’ motivation to use social commerce sites and satisfaction factors of shopping mall satisfaction using social commerce. In addition, this study was to investigate the mediating effects of social commerce benefits on shopping mall satisfaction. Methods/Statistical analysis: We conducted research on 340 consumers who had shopping experience on the social commerce site. The data collection method used survey method to distribute the questionnaires to the subjects who had experience using social commerce and to collect the questionnaires. Exploratory factor analysis and confirmatory factor analysis were performed on each scale. In addition, covariance structure analysis was performed to confirm the causal relationship between the variables. Also, Cronbach alpha coefficients were used to confirm the reliability of each scale. Findings: The results of this study are as follows: First, social commerce convenience use motive has a significant effect on physical benefits. Second, social commerce economic use motive has a significant effect on price benefit. Third, social commerce economic use motive had a significant effect on physical benefits. Fourth, social commerce economic use motive had a significant effect on shopping mall satisfaction. Finally, price benefit factors had a significant effect on shopping mall satisfaction. Improvements/Applications: The results of this study are expected to provide data for establishing a strategy for activating consumer buying behaviors using social commerce sites.
Keywords: Social Commerce, Usage Motivation, Benefit Factors, Shopping mall Satisfaction, Social Commerce Activation.
Scope of the Article: Cyber-Physical Systems (CPS)