Satisfaction of Consumers Who Purchase Restaurant Product through Social Commerce: Focused on Consumer Innovativeness, Product Innovative Characteristics, Perceived Risk, and Discriminatory Experience

Moon, Sun-Jin; Sunhee Seo

doi:10.170861/JTS.2015.39.1.43

The main characteristic of social commerce is a significantly discounted price for a product or service. This may contribute to the satisfaction of social commerce users, but discriminatory treatment because a customer uses the discount can be a source of dissatisfaction. Perceived risk due to the uncertainty of social commerce may also inhibit satisfaction. The purpose of this study was to identify what influences satisfaction in consumers who purchase restaurant products through social commerce, including consumer innovation, product innovation, perceived risk, and discriminatory experience. A total of 384 respondents who shopped for restaurant deals using social commerce participated through online survey. Chinese tourists who visited Korea participated. Discrimination due to using discounts had the greatest influence on satisfaction among social commerce users. Also, as perceived risk declined, awareness of the innovations in products contributed to higher satisfaction in purchasing restaurant products through social commerce. The managerial implications are discussed.

Citation status

KCI Citation Counts (25)
열림/닫힘 버튼
REFERENCES (46)
열림/닫힘 버튼
* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

[journal] 강선아 / 2012 / The Influence of Social commerce coupon & coupon expiration on perceived value, satisfaction and re-visit intention / 호텔경영학연구 / 한국호텔외식관광경영학회 21(5) : 155~174

[journal] 김동태 / 2013 / The Effect of SNS Attitude and Perceived Risk on the Social Commerce Information Diffusion / 한국항공경영학회지 / 한국항공경영학회 11(2) : 85~101

[journal] 김영국 / 2013 / Effects of Service Convenience and Perceived Value on Satisfaction with Eating out in Social Commerce Service / 관광학연구 / 한국관광학회 37(3) : 83~102

[journal] 김현아 / 2014 / University students’ eating behavior and consumer attitude in social commerce service / Journal of Nutrition and Health / 한국영양학회 47(6) : 426~434

[journal] 노미진 / 2012 / The Effects of the Perceived Risk in the Users’ Acceptance of the Social Commerce: Moderating Effects of the Collectivism / 경영학연구 / 한국경영학회 41(1) : 57~87

[journal] 단려니 / 2012 / The Effects of Perceived Risk Affecting Perceived Value and Repurchase Intention in Electronic Commerce Environment / 디지털융복합연구 / 한국디지털정책학회 10(3) : 13~21 / http://dx.doi.org/

[web] 디지털 타임즈 / 2012 / 소셜커머스거래액 2조원대 / http://www.dt.co.kr/contents.html?article_no=2012122102011032787005

[confproc] 손세창 / 2012 / 소셜커머스 만족과 불만족 영향요인에 관한 연구 / 한국경영정보학회 학술대회 / 한국경영정보학회 : 1101~1119

[journal] 송오식 / 2011 / Legal Issues on Social Commerce - Focusing on consumer protection in group purchase - / 재산법연구 / 한국재산법학회 28(2) : 201~234

[confproc] 신유정 / 2011 / 소셜커머스가 외식 소비형태에 미치는 영향 / 동아시아식생활학회 5 : 179~179

[journal] 심선희 / 2011 / Effects of E-coupon attributes, Perceived risk in Internet shopping malls on Intention to continuously use online coupons through the User satisfaction - moderating effects of coupon type and gender - / 경영과 정보연구 / 대한경영정보학회 30(2) : 1~25

[report] 유재훈 / 2011 / 소셜커머스 이제 소비자를 기업의동반자로 / LG경제연구소 : 31~37

[journal] 이령 / 2013 / A Comparative Study of On-line Social Commerce Participation Behavior of Korean and Chinese Consumers / 한국생활과학회지 / 한국생활과학회 22(2) : 283~300

[journal] 이은민 / 2011 / 소셜커머스 글로벌 사업자 동향 / 방송통신정책 23(3) : 36~44

[book] 이학식 / 2012 / 소비자 행동론(개정판) / 법문사

[web] 올쿠폰 / 2013 / 위메이크 프라이스 2012, 2013 상반기 매출 분석 / http://www.olcoupon.com/media/?action=chart&media_uid=54

[journal] 장형유 / 2014 / The Interactions among Social Commerce Properties, Satisfaction, and Reuse Intention according to the Consumer Propensity and Attitude / 고객만족경영연구 / 한국고객만족경영학회 16(4) : 167~192

[journal] 정승렬 / 2006 / The Classification of the Perceived Risks Involved in E-Commerce and the Developments of Their Measures / 정보시스템연구 / 한국정보시스템학회 15(1) : 215~238

[journal] 조미나 / 2014 / The Effects of the Social Commerce Characteristics on Shopping Value and Satisfaction: Focused on Foodservice Products / 관광학연구 / 한국관광학회 38(3) : 33~56

[journal] 조성의 / 2011 / Factors affecting customer purchase intention in electronic commerce of service products / 서비스경영학회지 / 한국서비스경영학회 12(5) : 83~107

[journal] 조성호 / 2012 / The Effects of Consumer Trust and Consuming Behaviors on the Social Commerce and Daily Deal Service in the Foodservice Industry / 외식경영연구 / 한국외식경영학회 15(1) : 155~176

[thesis] 최성호 / 2012 / 소셜 커머스에서 소비자의 재구매 의도에 영향을 미치는 요인에 관한 연구 / 석사 / 한양대학교

[journal] 최영근 / 2012 / A Study on Marketing Strategy of Social Commerce Using Analysis of Customer Satisfaction / 대한경영학회지 / 대한경영학회 25(5) : 2255~2269

[journal] Belanche, D. / 2012 / Website usability, consumer satisfaction and the intention to use a website : The moderating effect of perceived risk / Journal of Retailing and Consumer 19(1) : 124~132

[journal] Biswas, D. / 2004 / The diagnostic role of signals in the context of perceived risks in online shopping : Do signals matter more on the Web? / Journal of Interactive Marketing 18(3) : 30~45

[journal] Chou, C. J. / 2012 / Green practices in the restaurant industry from an innovation adoption perspective : Evidence from Taiwan / International Journal of Hospitality Management 31(3) : 703~711

[journal] Crespo, A. H. / 2009 / The influence of perceived risk on Internet shopping behavior: A multidimensional perspective / Journal of Risk Research 12(2) : 259~277

[journal] Featherman, M. S. / 2003 / Predicting e-services adoption : A perceived risk facets perspective / International Journal of Human-Computer Studies 59(4) : 451~474

[journal] Forsythe, S. M. / 2003 / Consumer patronage and risk perceptions in Internet shopping / Journal of Business Research 56(11) : 867~875

[journal] Foxall, G. R. / 1988 / The theory and practice of user‐initiated innovation / Journal of Marketing Management 4(2) : 230~248

[journal] Frambach, R. T. / 2002 / Organizational innovation adoption : A multilevel framework of determinants and opportunities for future research / Journal of Business Research 55(2) : 163~176

[journal] Goldsmith, R. E / 1991 / Measuring consumer innovativeness / Journal of the Academy of Marketing Science 19(3) : 209~221

[journal] Jacoby, J. / 1972 / The components of perceived risk / Advances in consumer research 3(3) : 382~383

[journal] Jeon, B. N. / 2006 / Determining factors for the adoption of ebusiness : the case of SMEs in Korea / Applied Economics 38(16) : 1905~1916

[journal] Laroche, M. / 2004 / Exploring how intangibility affects perceived risk / Journal of Service Research 6(4) : 373~389

[confproc] Leitner, P. / 2008 / Collaborative shopping networks: sharing the wisdom of cowds in E-commerce environments / Proceedings of 21st Bled E-conference 2008 : 321~335

[web] Martell, N. / 2012 / Your guide to Groupon: Is this online couponing site really good for your business? Find out. Restaurant Management / http://www.fsrmagazine.com/marketing/yourguidegroupon

[journal] Mcdougall, G. H. G. / 1990 / The intangibility of services : Measurement and competitive perspectives / Journal of Services Marketing 4(4) : 27~40

[journal] Mitchell, V. W. / 1993 / Risk perception and reduction in the purchase of consumer services / Service Industries Journal 13(4) : 179~200

[journal] Nicolas, C. L. / 2008 / Customer knowledge management and e-commerce : the role of customer perceived risk / International Journal of Information 28(2) : 102~113

[book] Oliver, S. / 1997 / Satisfaction : A behavior perspective on the consumer / McGraw-Hill

[journal] Ram, S. / 1987 / A model of innovation resistance / Advances in Consumer Research 14(1) : 208~212

[book] Rogers, E. M. / 1995 / Diffusion of Innovations / The Free Press

[confproc] Shen, J. / 2009 / Determining factors in the acceptance of social shopping website / AMCIS : 1~9

[journal] Stephen A, T. / 2010 / Deriving value from social commerce network / Journal of Marketing Research 47(2) : 215~228

[journal] Zeithaml, V. A. / 1996 / The behavioral consequences of service quality / Journal of Marketing 60(2) : 31~46

KJC Korea
Journal Central

Statistics

Tools

Sharing

Issue List

Citation status