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ISSN : 1738-3110
Korean Customer Attitudes Towards SNS Shopping
Heo, Jeong-Yoon
Youn, Myoung-Kil
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Abstract
As a new format of retailing, social shopping on SNS has rapidly grown in recent. Although there is much literature associated with customer behaviours in the academic world, little attention has been paid to identifying the shopping patterns of SNS shoppers. This paper will, thus, identify how perceived value has an impact on the buying intention of SNS shoppers, after illustrating what kind of factor influences the formation process of perceived value in the Korean marketplace. Given that SNS shoppers are for the most part 20s as well as 30s, the authors handed out questionnaires to them. Furthermore, based on literature review results, the conceptualised research model was developed. Despite lack of literature, the authors developed five constructs like price reduction, quantity- and time-limited message, product ranges, information-sharing, and required number of shoppers. The researchers made a considerable effort to identify the relationship between research concepts and each variable, based on a few research analysis methods such as frequency analysis, the Varimax rotation technique used orthogonal rotation, Cronbach's Alpha, PCA (Principle Component Analysis), and the like. Amongst the 5 variables used to measure the degree of influences on the perceived value as a social shopping characteristic, it has been evident that price cut, required minimum shoppers, product variety, and information-sharing have a positive impact on the perceived value formation processes of SNS customers. Also, this research implies that SNS retailers can differentiate themselves from other retailers by differently using the above factors. From a practitioner's point of view, these factors should be strategically used to increase the social shopping opportunities of SNS users. It is, furthermore, evident that the perceived value formed by the above 4 factors have played an important role in the buying decision process of SNS customers. In a sense, whether customers are aware of higher price cut rates, information-sharing, required minimum shoppers, and product variety has a positive impact on making buying decisions. From a retailer's point of view, online shopping mall operators are able to use blog as well as twitter to improve the buying intention as a marketing tool of social network, because the business activities provided by social shopping retailers, like the rapid, accurate responses to customer requirements, the provision of a variety of information, and the communications between customers are closely related to buying intentions. There are a few research limitations to conduct this empirical research. It was not easy to review prior papers, due to its lack. In spite of the increasing number of SNS shoppers in Korea, little research attention has been paid to this kind of research topic by academicians, because buying products or services through SNS is in its infancy. With regard to research populations, it would be difficult to generalise the research findings in Korea, owing to unbalanced respondent distribution. Considering the above research limitations as well as the growth of social shopping, many authors should pay considerable attention to SNS-related issues in the future, and develop the more sophisticated criteria to measure the characteristics of SNS shoppers.
- keywords
- Social Network Service, Social Shopping, SNS User, Online Shopping, Customer Attitudes
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