개인간 소셜커머스에서 사회자본이 지각된 가치와 경제적 및 사회적 만족에 미치는 영향

This study examines consumer-to-consumer (C2C) social commerce on social platforms by integrating social capital theory and consumer purchasing behavior models (value-satisfaction-behavior). While social network services (SNS) are primarily used for information sharing and relationship management, they have also evolved into powerful commerce platforms. However, most research focuses on group-buying or company-led social commerce, with limited attention to C2C social commerce, which is actively occurring on SNS. This study explores why individuals participate in C2C social commerce despite risks and their purchasing behavior. Using social capital theory, the study explains that social capital consists of social ties (structural capital), shared values (cognitive capital), and social trust (relational capital). It investigates how these factors influence buyer value, satisfaction, and continued use intention. Additionally, it separates satisfaction into economic and social aspects, emphasizing that economic factors are crucial for actual purchasing decisions. Analyzing 181 C2C social commerce buyers using PLS analysis, the study found. First, shared values enhance both utilitarian and hedonic value, social ties improve only utilitarian value, while social trust has no significant effect. Second, Social capital does not directly affect satisfaction but increases social commerce value, which then enhances satisfaction. Lastly, Higher utilitarian and hedonic values boost economic and social satisfaction, leading to greater intention to continue using social commerce. In conclusion, C2C social commerce success depends on social capital, and platforms must increase value and ensure both economic and social satisfaction for long-term engagement.