The Influence of Online Information on a Consumer’s Purchase at Social Commerce Websites (온라인 정보가 소셜커머스 구매에 미치는 영향)

Jin Baek Kim (김진백)

The Influence of Online Information on a Consumer’s Purchase at Social Commerce Websites

Informatization Policy
Abbr : 정보화정책
2014, 21(4), pp.40-58
Publisher : NIA
Research Area : Social Science > Public Policy

Jin Baek Kim ¹

¹동명대학교

Accredited

ABSTRACT

This study investigated how online information affected consumers’purchases at socialcommerce websites. In the online purchase process, consumers use two types of online information:user generated content(UGC) and vendor generated content(VGC). These information types may influenceconsumers’purchase intention differently because each information builds entity trust and content trust, whichplay mediation roles between online information and purchase intention. According to the analysis results,general transactional information and safe transaction information of VGC and reputation information of UGCsignificantly affected entity trust. But content trust was affected only from general transactional information ofVGC. And entity trust significantly affected content trust as well as purchase intention. These findings imply thatsocial commerce vendors should focus mainly on entity trust for enhancing consumers’purchase intention. Toachieve this objective, in the short term perspective, they should endeavor how to enhance general transactioninformation and safe transaction information qualities because these information types are easily controlled andimproved by vendors. In the long term perspective, they should focus on reputation formation because reputationtakes long time.

KEYWORDS

online information, vendor generated content, user generated content, entity trust, content trust

Citation status

* References for papers published after 2023 are currently being built.

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