A Study on Purchase Satisfaction and Repurchase Intention accoding to Usage Motivation when Purchasing Fashion Products in Social Commerce

Abstract: The purpose of this study was to find affecting consumer’s usage motivation on purchase satisfaction and repurchase intension when purchasing fashion produts in social commerce. The data were collected via a self-admin-istered questionnaire from 239 male and female who living in Busan with experience in social commerce purchasing fash-ion products. Using SPSS 20.0 and AMOS 20.0 package, Cronbach’s α, a confirmotory factor analysis and a structural equation modeling analysis were performed. The results are as follows. Hedonic, economical effifiency and interaction without information provide subjective norms significantly influenced the purchase satisfaction. And aforementioned sub-jective norms significantly influenced repurchase intension, too. The purchase satisfaction positively influenced the repur-chase intension. Therefore, social commerce sellers of fashion products ought to offer variety price benift and promotion to raise the purchase satisfaction and repurchase intension. To offer variety price benift, they should respond sensitively to the price set by comparing prices with other sellers. And promotion to raise the purchase satisfaction and repurchase intension need to consider such variety of missions, discount coupons or event and mileage. Inaddition, they should develop customer service system for interaction with customer and connect to the repurchase increases the purchass sat-isfaction through faster customer response to the product information or sales, service. Key words: social commerce(소셜커머스), fashion products(패션제품), usage motivation(이용동기), purchase sat