Social networking atmosphere and online retailing = 社交网络环境与网上零售
Social networking atmosphere and online retailing = 社交网络环境与网上零售 / Min-Sook Park, Jong-Kuk Shin, Yong Ju
p. 89-107 ; 25 cm
수록자료: Journal of global scholars of marketing science : bridging Asia and the world. Korean Academy of Marketing Science. Vol.24 no.1(2014 January), p. 89-107 24:1<89 ISSN 2163-9159 저자: Min-Sook Park, Department of Distribution Management, Catholic University of Pusan 저자: Jong-Kuk Shin, Department of Business Administration, School of Business, Pusan National University E-MAIL: firstname.lastname@example.org 저자: Yong Ju, Department of Business Administration, School of Business, Pusan National University
Online store atmosphere is an important determinant of shopping behavior. The rapid growth of online social networks means it is widely used in online stores in many patterns. We seek to address the lack of systematic research on how customer-to-customer social environment can influence consumer online shopping outcome. This study adopts the concept of social networking atmosphere of online stores and uses the Stimulus-Organism-Response framework widely used in environmental psychology to test whether the characteristics of the social networking environment of online stores can influence their consumers' shopping behavior. The characteristics of the social networking atmosphere are proposed to be convenience, personalization, and social surveillance. We received 270 valid responses from people who have experience using online stores with a social networking environment. The results indicate that the characteristics of the social networking environment (convenience, personalization, and social surveillance) will increase consumers' satisfaction with (affective) and perceived usefulness of (cognitive) the online store atmosphere, which in turn will increase the consumers' purchase intention in the online store with a social networking atmosphere. Moreover, males have better internal states to convenience and personalization than females and females have better internal states to social surveillance than males.