Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in korea

In Jeong Hwang, Bong Gyou Lee, Ki Youn Kim

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

The purpose of this research is to examine the issues that affect customers' behavioral character and purchasing behavior. The study proposes a research hypothesis with independent variables that include social presence, trust, and information asymmetry, and the dependent variable purchase decision making, to explain differentiated customer decision making processes in social commerce (S-commerce). To prove the hypothesis, positive verification was performed by focusing on mediating effects through a customer uncertainty variable and moderating effects through mobility and social networking site word of mouth (SNS WOM) variables. The number of studies on customer trends has rapidly increased together with the market size of S-commerce. However, few studies have examined the negative variables that make customers hesitant to make decisions in S-commerce. This study investigates the causes of customer uncertainty and focuses on deducing the control variables that offset this negative relationship. The study finds that in customers' S-commerce purchasing actions, the SNS WOM and mobility variables show control effects between information asymmetry and uncertainty and between trust and uncertainty. Additionally, this research defines the variables related to customer uncertainty that are hidden in S-commerce, and statistically verifies their relationship. The research results can be used in Internet marketing practices to establish marketing mix strategies for customer demand or as research data to predict customer behavior. The results are scientifically meaningful as a precedent for research on customers in S-commerce.

Original languageEnglish
Pages (from-to)117-124
Number of pages8
JournalCyberpsychology, Behavior, and Social Networking
Volume17
Issue number2
DOIs
Publication statusPublished - 2014 Feb 1

Fingerprint

Social Networking
Korea
commerce
asymmetry
networking
customer
Uncertainty
Research
Purchasing
Marketing
uncertainty
Decision Making
Decision making
Internet
marketing
decision making process
research results
purchase

All Science Journal Classification (ASJC) codes

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications

Cite this

@article{ff8174154f364b37a41d7a1dbdd75d01,
title = "Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in korea",
abstract = "The purpose of this research is to examine the issues that affect customers' behavioral character and purchasing behavior. The study proposes a research hypothesis with independent variables that include social presence, trust, and information asymmetry, and the dependent variable purchase decision making, to explain differentiated customer decision making processes in social commerce (S-commerce). To prove the hypothesis, positive verification was performed by focusing on mediating effects through a customer uncertainty variable and moderating effects through mobility and social networking site word of mouth (SNS WOM) variables. The number of studies on customer trends has rapidly increased together with the market size of S-commerce. However, few studies have examined the negative variables that make customers hesitant to make decisions in S-commerce. This study investigates the causes of customer uncertainty and focuses on deducing the control variables that offset this negative relationship. The study finds that in customers' S-commerce purchasing actions, the SNS WOM and mobility variables show control effects between information asymmetry and uncertainty and between trust and uncertainty. Additionally, this research defines the variables related to customer uncertainty that are hidden in S-commerce, and statistically verifies their relationship. The research results can be used in Internet marketing practices to establish marketing mix strategies for customer demand or as research data to predict customer behavior. The results are scientifically meaningful as a precedent for research on customers in S-commerce.",
author = "Hwang, {In Jeong} and Lee, {Bong Gyou} and Kim, {Ki Youn}",
year = "2014",
month = "2",
day = "1",
doi = "10.1089/cyber.2012.0566",
language = "English",
volume = "17",
pages = "117--124",
journal = "Cyberpsychology, Behavior, and Social Networking",
issn = "2152-2715",
publisher = "Mary Ann Liebert Inc.",
number = "2",

}

Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in korea. / Hwang, In Jeong; Lee, Bong Gyou; Kim, Ki Youn.

In: Cyberpsychology, Behavior, and Social Networking, Vol. 17, No. 2, 01.02.2014, p. 117-124.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Information asymmetry, social networking site word of mouth, and mobility effects on social commerce in korea

AU - Hwang, In Jeong

AU - Lee, Bong Gyou

AU - Kim, Ki Youn

PY - 2014/2/1

Y1 - 2014/2/1

N2 - The purpose of this research is to examine the issues that affect customers' behavioral character and purchasing behavior. The study proposes a research hypothesis with independent variables that include social presence, trust, and information asymmetry, and the dependent variable purchase decision making, to explain differentiated customer decision making processes in social commerce (S-commerce). To prove the hypothesis, positive verification was performed by focusing on mediating effects through a customer uncertainty variable and moderating effects through mobility and social networking site word of mouth (SNS WOM) variables. The number of studies on customer trends has rapidly increased together with the market size of S-commerce. However, few studies have examined the negative variables that make customers hesitant to make decisions in S-commerce. This study investigates the causes of customer uncertainty and focuses on deducing the control variables that offset this negative relationship. The study finds that in customers' S-commerce purchasing actions, the SNS WOM and mobility variables show control effects between information asymmetry and uncertainty and between trust and uncertainty. Additionally, this research defines the variables related to customer uncertainty that are hidden in S-commerce, and statistically verifies their relationship. The research results can be used in Internet marketing practices to establish marketing mix strategies for customer demand or as research data to predict customer behavior. The results are scientifically meaningful as a precedent for research on customers in S-commerce.

AB - The purpose of this research is to examine the issues that affect customers' behavioral character and purchasing behavior. The study proposes a research hypothesis with independent variables that include social presence, trust, and information asymmetry, and the dependent variable purchase decision making, to explain differentiated customer decision making processes in social commerce (S-commerce). To prove the hypothesis, positive verification was performed by focusing on mediating effects through a customer uncertainty variable and moderating effects through mobility and social networking site word of mouth (SNS WOM) variables. The number of studies on customer trends has rapidly increased together with the market size of S-commerce. However, few studies have examined the negative variables that make customers hesitant to make decisions in S-commerce. This study investigates the causes of customer uncertainty and focuses on deducing the control variables that offset this negative relationship. The study finds that in customers' S-commerce purchasing actions, the SNS WOM and mobility variables show control effects between information asymmetry and uncertainty and between trust and uncertainty. Additionally, this research defines the variables related to customer uncertainty that are hidden in S-commerce, and statistically verifies their relationship. The research results can be used in Internet marketing practices to establish marketing mix strategies for customer demand or as research data to predict customer behavior. The results are scientifically meaningful as a precedent for research on customers in S-commerce.

UR - http://www.scopus.com/inward/record.url?scp=84893940698&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84893940698&partnerID=8YFLogxK

U2 - 10.1089/cyber.2012.0566

DO - 10.1089/cyber.2012.0566

M3 - Article

C2 - 24355038

AN - SCOPUS:84893940698

VL - 17

SP - 117

EP - 124

JO - Cyberpsychology, Behavior, and Social Networking

JF - Cyberpsychology, Behavior, and Social Networking

SN - 2152-2715

IS - 2

ER -