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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.3, 2014년, pp.293 - 304
양희순 (경희대학교 의류디자인학과) , 최은정 (상명대학교 경영학과)
This study investigated the effect of consumers' shopping value in social commerce on consumers' fashion shopping satisfaction and future behavioral intention. Respondents were limited to consumers aged 20 to 39 who had recently purchased fashion products through social commerce over the last month....
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핵심어 | 질문 | 논문에서 추출한 답변 |
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소셜커머스의 효과는 무엇인가? | 또한 Lee and Yoon(as cited in Woo & Hwang, 2013)에 따르면 소셜미디어의 소셜(Social)과 상거래를 뜻하는 커머스(Commerce)와의 합성어로 소셜미디어를 이용하는 상거래를 말한다. 이러한 소셜커머스는 판매자와 구매자에게 모두 상당한 이익을 가져다 줄 수 있는 윈-윈(win-win) 비즈니스 모델이라고 할 수 있는데 판매자는 광고비와 마케팅 비용, 재고비용을 줄일 수 있고, 소비자들은 값싼 가격의 혜택을 볼 수 있다(Shin,2013). SNS의 발달은 소셜커머스의 발전에 큰 역할을 하게 되었는데 소셜커머스 이용자는 온라인 쇼핑경험과 상품 및 서비스와 관련된 정보를 공유할 수 있는 협력(Collaboration) 도구로 SNS를 이용할 수 있다(Kim & Park, 2013; Liang & Turban, 2011). | |
소셜커머스란 무엇인가? | 소셜커머스는 소셜네트워크가 상품의 구매에 영향을 미치는 e-커머스 혹은 소셜미디어를 활용하는 e-커머스이며(Lee, 2012), 상품과 서비스의 온라인 구매를 도와주기 위해 사회적 상호작용을 지원하는 온라인 매체를 이용하는 새로운 형태의 전자상거래이다(Shen & Eder, 2011). 또한 Lee and Yoon(as cited in Woo & Hwang, 2013)에 따르면 소셜미디어의 소셜(Social)과 상거래를 뜻하는 커머스(Commerce)와의 합성어로 소셜미디어를 이용하는 상거래를 말한다. | |
소셜커머스의 등장이 의류브랜드와 쇼핑몰에게 기회이자 위협적인 요소가 된 이유는 무엇인가? | 이러한 상황에서 할인판매를 지향하는 소셜커머스의 등장은 의류브랜드와 쇼핑몰에게 기회이자 위협적인 요소가 되었다. 소셜커머스의 적절한 활용은 기업에게 판매를 증진시킬 수 있는 기회가 될 수 있으면서도 다른 한편으로는 할인판매로 인한 브랜드의 이미지 손실, 총이익의 감소 등의 부정적 영향이 나타날 수도 있기 때문이다. 따라서 패션상품을 소셜커머스에서 판매하기 위해서는 판매에 따른 이해득실을 철저히 분석할 필요가 있다. |
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