전자상거래 산업에서의 감정반응(PAD) 요인이 쇼셜커머스(Social Commerce) 서비스 지속이용의도에 미치는 영향

Recently, internet business based on social network is growing up quickly and electronic commerce industry is changing innovatively because of appearance of various social media service. Besides, it is to be a turning point in internet electronic commerce environment through function of personalization and intellectualization in social network structure. This study will seize about influencing factors of social commerce service of domestic social commerce users and suggest effective development plan in social commerce service by empirical study relationship with these factors and continuance intention through perceived usefulness and satisfaction. For this, research model applied prime variables of PAD(Pleasure, Arousal, Dominance) Theory emphasized consumer emotion is presented. To prove the research model empirically, the question investigation to undergraduate students who had experiences with social commerce was conducted. First of research results, pleasure showed positive impact on perceived usefulness and satisfaction. Second,arousal didn’t show positive impact on perceived usefulness and satisfaction. Third,dominance showed positive impact on perceived usefulness and satisfaction. Fourth,perceived usefulness showed positive impact on satisfaction. Fifth, perceived usefulness and satisfaction showed positive impact on continuance intention.