소셜커머스의 서비스 편의성이 소비자의 신뢰, 몰입 및 행동의도에 미치는 영향: 중국 외식소비자를 중심으로

초록

The purposed of this study was to research the effect of service convenience on consumer trust, commitment and behavioral intention in social commerce service. The survey was conducted from February, 2017 to April, 2017. Out of 445, 416(93.5%) completed surveys were used for further analysis. SPSS and AMOS statistical software packages were used to execute frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling analysis. The results showed that only the decision convenience did not affect consumer trust which is different from the other 4 factors. However, in the respect of service convenience, except benefit convenience, all the other 4 factors did not affect consumer commitment. Finally, consumer trust is proved to be positively associated with commitment, and behavioral intention was positively influenced by consumer trust and commitment. Through the study results that Implications and limitations, as well as future research directions are also discussed.

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