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KMID : 0665220130260040919
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Korean Journal of Food and Nutrition
2013 Volume.26 No. 4 p.919 ~ p.927
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The Effects of Social Commerce Attributes on the Satisfaction and Repurchasing Intention for a College Women Student according to Restaurant and Food Choices
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Choi Jung-Hwa
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Abstract
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Social commerce is becoming an increasingly popular shopping method among college women students. This study focuses on the influence of the satisfaction lavels and repurchasing intentions by consumers for restaurant and food choices according to social commerce attributes. In this survey, 351 valid surveys are being used to test the hypothesized (183 users and 168 non-usesr within 6 months), in order to ensure validity and reliability. As a result, factors such as perceived value, product diversity & information, delivery, ordering convenience, site character, price competitiveness, time pressure, and real time information are all being found. Factors of perceived value (p<0.001), price competitiveness (p<0.001), product diversity & information (p<0.05), delivery (p<0.05), and site character (p<0.05) significantly influence the customer satisfaction rates. Factors of perceived value (p<0.001), price competitiveness (p<0.001), time pressure (p<0.001), and site character (p<0.01) significantly influence the repurchasing intentions. In addition, it has been found that the customer satisfaction rates significantly influence repurchase intentions.
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KEYWORD
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social commerce, satisfaction, repurchase intention, college women students. restaurant and food
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