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동기위생이론과 Kano 모델을 적용한 소셜커머스의 만족과 불만족 차원 연구
Application of Motivation-Hygiene Theory and Kano Model to Investigate Dimensionality of Consumers' Satisfaction and Dissatisfaction with Social Commerce 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.3, 2014년, pp.355 - 371  

고염 (인하대학교 의류학과 대학원) ,  이현화 (인하대학교 의류디자인학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

The present study investigated the dimensionality of satisfaction and dissatisfaction as well as evaluated the effects of social commerce characteristics on satisfaction and dissatisfaction. The conceptual framework of the study was built on Herzberg's motivation-hygiene Theory and the Kano Model. W...

주제어

#동기위생이론   #Kano 모델   #소셜커머스 특성   #만족   #불만족  

질의응답

핵심어 질문 논문에서 추출한 답변
소셜커머스는 무엇인가? 소셜커머스(Social Commerce)는 소셜네트워크(SNS)의 주요 기능인 커뮤니케이션을 넘어 소셜미디어를 e-커머스와 결합시켜 제품과 서비스를 판매하는 새로운 유동구조이다(Kim & No, 2011; Lee et al., 2011).
소셜커머스 사이트 자체 특성으로 무엇이 있는가? g., 가격할인, 상호작용성, 거래안정성 등)의 관점에서 연구하였다. 특히, 최근에는 소셜커머스를 통한 구매에서 위조품과 같은 제품품질 문제 및 반품, 배송 지연, 환불 등 고객서비스 문제가 드러나고 있는 실정으로(Gwon, 2012) 소셜커머스에서 제품품질과 고객서비스의 중요성이 부각되고 있다.
다양성제공이 소셜커머스의 구매의도에 영향을 미치며, 만족도에 긍정적인 영향을 미친 이유는 무엇인가? 한편, 다양성 제공은 소셜커머스의 구매의도(Cho, 2012)에 영향을 미치며 만족도(Jin & Lee, 2012; Son & Koh, 2012) 에 긍정적인 영향을 미친다는 결과를 도출하였다. 이는 소비자의 제품 선택기회와 제품 정보획득의 기회가 보다 넓어져 소비자의 다양성 추구욕구를 충족시킬 수 있기 때문이라고 본다.
질의응답 정보가 도움이 되었나요?

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