The Role of Knowledge Share, Satisfaction, Social Commerce Usage Experience on Smart Mobile Device User’s Purchase Intentions: Evidence from South Korean Consumers

This thesis analyses the factors that contribute to consumers’ intention to make online purchases via smart mobile devices. To examine consumers’ purchase intentions, frameworks described in the marketing and information system literatures were integrated, and a theoretical framework was then proposed. In total, 498 Korean consumers were recruited to participate in the study, and structural equation modelling was used to examine the proposed model. The results confirm that (1) consumers’ mobile commerce usage experience positively influences their usage experience with social commerce sites, their satisfaction toward social commerce sites, and their intentions to share knowledge; (2) usage experience with social commerce sites has a significant impact on consumers’ intention to purchase; (3) satisfaction toward social commerce sites has a positive influence on consumers’ intention to purchase; and (4) consumers’ intention to share knowledge positively influences their intention to purchase. Implications are drawn for both academics and practitioners, providing directions for future research.