The Effect of Group-Buy Social Commerce and Coupon on Satisfaction and Continuance Intention -- Focusing on the Expectation Confirmation Model (ECM)

This study accordingly attempts to explain the continuance usage of social commerce sites based on the ECM [1]. In particular, we attempt to investigate the fact that there exists a process forming expectation, performance and satisfaction for each social commerce site and its coupon, and that the satisfaction built upon the experience of using coupon is associated with the satisfaction and continuance usage of the social commerce site. For this purpose, we propose a model describing the continuous use of social commerce at each level using ECM. We also verify that there can be expectation confirmation and satisfaction in each level. Second, based on the agency theory in Bergen, Dutta and Walker Jr [2], we build hypotheses and empirically test the relationship between the satisfaction after using a coupon and that of using a social commerce site. Finally, we examine how the satisfaction formed at each level affects the continuous use of social commerce.