Current Result Document :
| 한글제목(Korean Title) |
소셜 쇼핑 플랫폼에서의 동기 및 패턴 이해 |
| 영문제목(English Title) |
Understanding the motivations and patterns on social shopping platforms |
| 저자(Author) |
송여솔
김도하
송하연
Yeosol Song
Doha Kim
Hayeon Song
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| 원문수록처(Citation) |
VOL 23 NO. 02 PP. 0053 ~ 0054 (2022. 10) |
한글내용
(Korean Abstract) |
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영문내용
(English Abstract) |
Online second-hand platforms that combine the functions of social media have emerged, which enable users to do social shopping. Social shopping serves as not only a transaction platform but also a social media to share and communicate with other users, and it can decrease risks and uncertainties among individual sellers and buyers, which were the limitations of previous online second-hand transactions. The study conducted a survey of 506 Karrot Market users to examine how different motivations (hedonic vs. utilitarian) can affect the intention to continue use of online second-hand social shopping platforms. As a result, we found that utilitarian motivation has a positive effect on intention for continued use mediated by perceived usefulness and perceived enjoyment, while hedonic motivation has a positive effect on intention for continued use mediated by perceived enjoyment. The results show that users with high motivation to communicate with other users as well as obtain economic benefits may have a better user experience and intention for continued use in social shopping. |
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