중국 전자상거래 플랫폼(핀둬둬)의 특성, 플랫폼 태도, 제품만족, 재이용의향 간의 관계 검증: SNS 활용도의 조절역할을 중심으로

Recently, Chinese e-commerce has been growing rapidly. Not only Taobao and Jingdong, which are widely known, but also Pinduoduo, a joint purchasing platform, has achieved great business success. However, there is not much research done on Pinduoduo platform. To learn more about Chinese e-commerce, research on various platforms is needed. To this end, this study aimed to verify the relationship between the characteristics of the Pinduoduo platform, attitude toward the Pinduoduo platform, product satisfaction, and reuse intention through an empirical investigation. In October 2020, a survey was conducted on consumers on the subject of Pinduoduo platform in China. A total of 253 copies were used for analysis. The results of the study are as follows. First, both perceived price discounts and platform recognition have significantly affected platform attitude. Second, the platform attitude had a significant impact on product satisfaction. Third, both platform attitude and product satisfaction had significant effects on reuse intentions. Fourth, SNS utilization played a significant moderating role in the relationship between platform attitudes and reuse intentions. The results of this study are expected to provide theoretical and practical implications for research on Pinduoduo platform.