공동구매형 소셜커머스에서 신뢰메커니즘형성을 위한 머천다이저의 피드백코멘트와 성과프로파일의 역할 The Role of Merchandiser Feedback Comments and Performance Profiles in Building Trust in Group Buying Sites원문보기
소셜미디어(social media) 플랫폼의 인기와 성공은 새로운 비즈니스 모델인 소셜커머스를 창출하게 되었다. 공동구매를 통해 파격적인 가격으로 제품이나 서비스를 제공하는 소셜커머스 시장은 계속적으로 주목할 만한 성장을 하고 있다. 그러나 이러한 성장의 이면에 소비자들의 회의적인 시각도 존재한다. 왜냐하면, 구입한 제품이나 서비스가 실제와는 다르거나, 불합리한 환불정책 등으로 소비자들의 불만이 고조되고 있는 실정이다. 이러한 근원적인 이유는, 소셜커머스 마켓에서 소비자들이 의존할 만한 신뢰형성메커니즘이 제공되지 않고 있기 때문이다. 기존의 e-마켓플레이스에서는 판매자(seller)에 대한 구매자의 평가정보가 일종의 신뢰형성메커니즘을 제공하여 거래의 안정성이 보장되었다. 이러한 점에 착안하여, 본 연구에서는 소셜커머스마켓에서 소비자들에게 물건이나 서비스 정보제공에 있어서 일종의 큐레이터 역할을 하는 MD(merchandiser)의 역할에 주목하고, 신뢰형성메커니즘을 기반으로 MD에 대한 피드백코멘트와 MD의 실적프로파일 정보의 제공이 소비자들에게 어떠한 영향을 주는가를 검증한다. 이를 위해, 124명의 참가자가 실험실(laboratory experiment)연구에 참여하였다. 실험분석결과, MD에 대한 피드백코멘트와 실적프로파일이 소셜커머스 거래에서 신뢰를 높이는 것으로 나타났다.
소셜미디어(social media) 플랫폼의 인기와 성공은 새로운 비즈니스 모델인 소셜커머스를 창출하게 되었다. 공동구매를 통해 파격적인 가격으로 제품이나 서비스를 제공하는 소셜커머스 시장은 계속적으로 주목할 만한 성장을 하고 있다. 그러나 이러한 성장의 이면에 소비자들의 회의적인 시각도 존재한다. 왜냐하면, 구입한 제품이나 서비스가 실제와는 다르거나, 불합리한 환불정책 등으로 소비자들의 불만이 고조되고 있는 실정이다. 이러한 근원적인 이유는, 소셜커머스 마켓에서 소비자들이 의존할 만한 신뢰형성메커니즘이 제공되지 않고 있기 때문이다. 기존의 e-마켓플레이스에서는 판매자(seller)에 대한 구매자의 평가정보가 일종의 신뢰형성메커니즘을 제공하여 거래의 안정성이 보장되었다. 이러한 점에 착안하여, 본 연구에서는 소셜커머스마켓에서 소비자들에게 물건이나 서비스 정보제공에 있어서 일종의 큐레이터 역할을 하는 MD(merchandiser)의 역할에 주목하고, 신뢰형성메커니즘을 기반으로 MD에 대한 피드백코멘트와 MD의 실적프로파일 정보의 제공이 소비자들에게 어떠한 영향을 주는가를 검증한다. 이를 위해, 124명의 참가자가 실험실(laboratory experiment)연구에 참여하였다. 실험분석결과, MD에 대한 피드백코멘트와 실적프로파일이 소셜커머스 거래에서 신뢰를 높이는 것으로 나타났다.
Despite the sizable growth of the group buying market, consumer complaints have recently raised skepticism about the future of these sites. Thus, building a trustworthy transaction environment has become a critical issue. In exploring a trust-building mechanism, we pay particular attention to the ro...
Despite the sizable growth of the group buying market, consumer complaints have recently raised skepticism about the future of these sites. Thus, building a trustworthy transaction environment has become a critical issue. In exploring a trust-building mechanism, we pay particular attention to the role of merchandisers who specialize in finding products or services and marketing them to potential buyers on group buying sites. The purpose of this study is to examine whether providing merchandiser feedback comments and performance profiles on group buying sites leads consumers to evaluate the community of merchandisers more favorably and makes them more likely to purchase products or services. Research hypotheses were tested with data obtained from 124 subjects who participated in a laboratory experiment. The results empirically demonstrate that merchandiser feedback comments and performance profiles enhance buyers' trust in the community of merchandisers participating in a group buying site. This enhanced trust, in turn, increased buyers' intention to purchase products or services through the group buying site.
Despite the sizable growth of the group buying market, consumer complaints have recently raised skepticism about the future of these sites. Thus, building a trustworthy transaction environment has become a critical issue. In exploring a trust-building mechanism, we pay particular attention to the role of merchandisers who specialize in finding products or services and marketing them to potential buyers on group buying sites. The purpose of this study is to examine whether providing merchandiser feedback comments and performance profiles on group buying sites leads consumers to evaluate the community of merchandisers more favorably and makes them more likely to purchase products or services. Research hypotheses were tested with data obtained from 124 subjects who participated in a laboratory experiment. The results empirically demonstrate that merchandiser feedback comments and performance profiles enhance buyers' trust in the community of merchandisers participating in a group buying site. This enhanced trust, in turn, increased buyers' intention to purchase products or services through the group buying site.
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문제 정의
In particular, given the unique characteristic that sellers do not continue to sell their products or services on this kind of site, we recommend trust-building mechanisms that utilize performance profiles and customer reviews of merchandisers. The findings of our study provide empirical evidence that such trust-building mechanisms are effective in building a trustworthy transaction environment. In addition, this study provides concrete guidelines and procedures on how group buying companies can use information about merchandisers to engender consumer trust.
The main purpose of this study is to examine whether providing merchandiser feedback comments and performance profiles on group buying sites leads consumers to evaluate the community of merchandisers more favorably and makes them more likely to purchase products or services. Zucker’s theory on trust production (1986) is applied to understand how such mechanisms promote trust in merchandisers on group buying sites.
This study postulates and tests the effectiveness of performance profiles and feedback comments about merchandisers as a means of trust building on group buying sites. It was demonstrated that buyers’ evaluation of a merchandiser is enhanced when trust-building mechanisms, specifically performance profiles and feedback comments about merchandisers, are in place.
As in other online marketplaces, such as Amazon and eBay, building trust is a key to the success of group buying sites. This study, by proposing a trust-building mechanism that takes the unique aspects of group buying into account, represents a first step toward building that trust. Second, our study corroborates the effectiveness of process-based trust and institutional structures in building trust in the online environment.
가설 설정
H1: The performance profile of a merchandiser will enhance buyers’ evaluation of the merchandiser.
H2: Feedback comments about a merchandiser will enhance buyers’ evaluation of that merchandiser.
H3: The enhancement in buyers’ evaluation of a merchandiser will have a positive effect on trust in the community of merchandisers.
H4: Trust in the community of merchandisers will have a positive effect on trust in an intermediary.
H5: Trust in an intermediary will have a positive effect on purchase intention.
제안 방법
In other words, the measurement items should be unique from other constructs and load on their own construct. Discriminant validity was assessed by comparing the square root of AVE and the correlations among constructs. In order for factor analysis results to show good discriminant validity in, all of the items should load highly on their own construct, but not on other constructs.
The findings of our study provide empirical evidence that such trust-building mechanisms are effective in building a trustworthy transaction environment. In addition, this study provides concrete guidelines and procedures on how group buying companies can use information about merchandisers to engender consumer trust. It is expected that companies can readily apply these procedural guidelines to their businesses.
All measurement items are seven-point Likert scale (1 = strongly disagree; 7 = strongly agree). The measurement scale for the performance profile of a merchandiser was developed to capture the extent to which subjects examined information (e.g, the number of deals successfully made in the past, the number of products sold in the past, etc.) showing the performance of the merchandiser. The measurement scale for feedback comments of a merchandiser was developed to capture the extent to which subjects examined feedback comments of the merchandiser.
대상 데이터
To make experimental events similar to real experience (Singleton and Straints, 1999), we developed a group buying website by following the design and structure of group buying websites in operation. One hundred twenty-four students from a large university in Korea participated in the main experiment. Participation was voluntary; all participants were offered $5 gift certificates to encourage their participation in the experiment.
이론/모형
We analyzed the data with ANOVA and the partial least squares (PLS) approach to structural equation modeling. In addition, experimental manipulations were checked by asking yes/no questions for the existence or absence of the information about the profile and feedback comments of a merchandiser (see ).
성능/효과
In addition, the results showed that trust in merchandisers as a group is positively related to trust in an intermediary, which, in turn, significantly increases buyers’ intention to make purchases through the intermediary’s group buying site.
Research hypotheses were tested with data obtained through a laboratory experiment. The results of the data analyses generally confirm our assertion that offering merchandiser feedback comments and performance profiles is effective in building a trustworthy transaction environment on group buying sites.
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