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Kor J Aesthet Cosmetol > Volume 9(3); 2011 > Article
공동구매형 소셜쇼핑의 지속적 이용의도에 관한 연구 -뷰티/미용관련 업체를 중심으로-
박현정, 김수형, 임태선
A Study on Continuance Intention for Use of Social Shopping with Joint Purchasing Style -Focused on Shops Related to Beauty/Cosmetic-
Hyun-Jung Park, Su-Hyeong Kim, Tae-Seon Lim
This study tried to investigate factors which affect continuance intention for users focused on goods of shops related to beauty/ cosmetic such as beauty shop, skin care shop, massage shop etc. among goods sold on social shopping site where discount over half is applied. This study tested influences of characteristics of social shopping(perceived price, perceived reputation, system quality, information quality, service quality) on expectation-confirmation, and influences of expectation-confirmation with the mediation of user's satisfaction on continuance intention for use. The subjects were 267 respondents. As a result of test, perceived price, perceived reputation, information quality, service quality gave positive influences on expectation-confirmation. Expectation-confirmation gave positive influences on user's satisfaction. User's satisfaction gave positive influences on continuance intention for use of the site but did not affect continuance intention for use of the shops related. And it appeared that continuance intention for use of the site did not affect continuance intention for use of the shops related.
Key words: Social Shopping, Expectation-Confirmation, Continuance Intention for Use
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