중국 소셜커머스의 소비가치가 만족과 이용의도에 미치는 영향에 관한 연구: 희소성 메시지의 조절효과

Influence of Social Commerce is growing as new on-line distribution channel in Chinese e-business. Rapid growth of Social Commerce in China will give new opportunities to many domestic companies. However, the empirical and theoretical research have been lacked despite this expectation. Specifically, considering the difference between the state of the use, such as the Internet and the attitude of the media, it is necessary to understand the Chinese consumer. This study derived the consumption value factors of Chinese social commerce users and confirmed the impact on the degree of satisfaction and the continued use for social commerce about these factors. This study also examined the influence of consumption value of social commerce about the perceived scarcity message on satisfaction and the continuous intention to use. The results were summarized as follows. First, consumption value of social commerce in China produced three solutions; functional value, monetary value, and social value. Second, functional and social value positively affected satisfaction toward social commerce. Monetary and social value positively affected the continuous intention to use of social commerce. Third, satisfaction positively influenced the reuse intention of social commerce. Fourth, functional value had greater effect on satisfaction toward social commerce in the group with the low opportunity scarcity perception while social value had greater effect on satisfaction toward social commerce in the group with high opportunity scarcity perception. And satisfaction also had greater effect the reuse intention of social commerce in the group with high opportunity scarcity perception. Based on the result, this study proposes some implications, limitations and future study directions.