A Study on the Impact of Social Commerce Purchase Decision Factors on Customer Satisfaction, Customer Loyalty and Repurchase Intention

Background/Objectives: The purpose of this study is to investigate the impact of Social Commerce users’ purchase decision factors on customer satisfaction, customer loyalty and repurchase intention. Methods/Statistical Analysis: Sample selection method was used convenience sampling methods. Among 258 total questionnaires, 226 were used as the data for analysis. 32 questionnaires were excluded either because the respondents did not have experience with the social commerce or because they responded without care. The main analysis was used as cronbach’s alpha coefficient, factor analysis and regression analysis. Findings: The total respondents were 226: 116 were male (51.3%), and 110 were female (48.7%). In terms of age group, 55.3%, 21.7% and 23.0% of respondents are in their 20s, 30s and 40s, respectively. After analyzing the purchase decision factors of social commerce, 22 factors were extracted, and were categorized into five groups. The total explanatory power of the extracted 5 factors was 68.2%. The values for cronbach’s α were all above 0.6, implying enough credibility. In addition, the values for cronbach’s α for the factors of customer satisfaction, loyalty and repurchase intention were all above 0.6 as well. The results after testing the first hypothesis, the p-value were .000, which is smaller than the .05 significance level, indicating statistically significant regression. Also, user convenience, price rationality, communication availability, information usefulness has statistically significant positive relationship. The result of testing the second and third hypothesis, customer satisfaction had a statistically significant positive relationship with customer loyalty, and customer satisfaction and customer loyalty have a statistically significant positive relationship with the repurchase intention, respectively. Application/Improvements: Through deeper review of previous literature and research, one must suggest factors that affect the Social Commerce and analyze them through the establishment of the elaborate research model in future studies.