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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 1 Sunhee Seo 1

1이화여자대학교

Accredited

ABSTRACT

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

* References for papers published after 2022 are currently being built.