This study was performed to study in order to verify the aspects that have effects on the re-purchasing intentions in social commerce. The precedence factors selected were enjoyment, customization, ease of use, assurance, security, responsiveness, etc, and the moderating effects of cognitive dissona...
This study was performed to study in order to verify the aspects that have effects on the re-purchasing intentions in social commerce. The precedence factors selected were enjoyment, customization, ease of use, assurance, security, responsiveness, etc, and the moderating effects of cognitive dissonance factors were verified by referring to the cognitive dissonance theory which has been frequently studied in the field of consumer behavior. The verification of the moderating effects of cognitive dissonance was done by using hierarchical multiple regression analysis followed by a relative effectiveness evaluation(Beta()value) to examine the most effective precedence factor on re-purchasing intentions. The results of the analysis showed that the factors except for customization, such as enjoyment, customization, ease of use, security, assurance, responsiveness, etc, have significant effects on re-purchasing intentions. The results of the relative effectiveness evaluation suggested that ease of use had the highest absolute value of standardized coefficientBeta() of 0.259, and the rest followed in order of responsiveness(0.205), enjoyment(0.191), assurance(0.174), security(0.101), etc. As a result of the moderating effects verification, it showed that moderating effects of cognitive dissonance existed in customization and assurance. These empirical analysis results have meaning regarding that they explain the effect relationship between the factors considering the post-purchase cognitive dissonance conditions. Also, they have great meaning in terms that they verified the effect relationship between the relative effectiveness of the decision aspects of re-purchasing intentions of social commerce and factors, and they can provide an implication in terms of related working staff setting a marketing strategy.
This study was performed to study in order to verify the aspects that have effects on the re-purchasing intentions in social commerce. The precedence factors selected were enjoyment, customization, ease of use, assurance, security, responsiveness, etc, and the moderating effects of cognitive dissonance factors were verified by referring to the cognitive dissonance theory which has been frequently studied in the field of consumer behavior. The verification of the moderating effects of cognitive dissonance was done by using hierarchical multiple regression analysis followed by a relative effectiveness evaluation(Beta()value) to examine the most effective precedence factor on re-purchasing intentions. The results of the analysis showed that the factors except for customization, such as enjoyment, customization, ease of use, security, assurance, responsiveness, etc, have significant effects on re-purchasing intentions. The results of the relative effectiveness evaluation suggested that ease of use had the highest absolute value of standardized coefficientBeta() of 0.259, and the rest followed in order of responsiveness(0.205), enjoyment(0.191), assurance(0.174), security(0.101), etc. As a result of the moderating effects verification, it showed that moderating effects of cognitive dissonance existed in customization and assurance. These empirical analysis results have meaning regarding that they explain the effect relationship between the factors considering the post-purchase cognitive dissonance conditions. Also, they have great meaning in terms that they verified the effect relationship between the relative effectiveness of the decision aspects of re-purchasing intentions of social commerce and factors, and they can provide an implication in terms of related working staff setting a marketing strategy.
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