LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

수단-목적사슬이론을 이용한 소셜커머스의 사용자 가치 분석

Author

최정아, 임영우, 곽기영

Journal Title

지식경영연구

Publication Year

2022

Topics

#Purchasing
#Social commerce
#Value engineering

Summary

This study aims to deeply analyze the goals of social commerce users and identify the structure of user goals through laddering interviews and means-end chain analysis. As a result of interviews with 40 users with more than 6 months of social commerce purchase experience, 22 ultimate goals were derived, including relationships with others, enjoyment of shopping, achievement, financial benefits, and convenience.

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