A study on factors that affect service quality of SNS based commerce

Abstract

Currently, the e-commerce market in Korea is growing rapidly, particularly in online commerce, and transactions through SNS are constantly increasing. This study assessed the quality of service based on SNS by modifying and combining SNS-based applications and services. Two hundred and sixteen surveys from an online survey conducted using a cumulative sampling technique were analyzed. The confidence, empathy, responsiveness, reliability, perceived usefulness, and customer satisfaction were independent variables. The perceived usefulness, customer satisfaction, and net profit were considered dependent variables. The results of 11 hypotheses were derived through SPSS 25. The results show that the perceived usefulness and customer satisfaction are affected by assurance, empathy, responsiveness, and reliability. In addition, SNS based commerces show a significant relationship between perceived usefulness, customer satisfaction, and net benefits. The significant results are expected to help in future