Browsing by Subject "Social Commerce"

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    Customers’ Perceived Experiential Value: Case of Social Commerce Context
    (2019-06) Lee, JungKook; Lee, Yong Ki
    Recently, variety of mobile devices and services are being spread based on a smartphones and SC (social commerce). In particular, the SC services play an important role in building consumer’s shopping experience as well as online shopping mall. Thus, this study examines the effect of perceived experiential value (utilitarian and hedonic value) on emotion, memory, and attitude and loyalty in SC context. In order to achieve these purposes, the author developed several hypotheses. The data was collected from 300 customers who have purchased the products or services in SC and it will be analyzed with SPSS and AMOS