Information Asymmetry, Social Networking Site Word of Mouth, and Mobility Effects on Social Commerce in Korea

The purpose of this research is to examine the issues that affect customers' behavioral character and purchasing behavior. The study proposes a research hypothesis with independent variables that include social presence, trust, and information asymmetry, and the dependent variable purchase decision making, to explain differentiated customer decision making processes in social commerce (S-commerce). To prove the hypothesis, positive verification was performed by focusing on mediating effects through a customer uncertainty variable and moderating effects through mobility and social networking site word of mouth (SNS WOM) variables. The number of studies on customer trends has rapidly increased together with the market size of S-commerce. However, few studies have examined the negative variables that make customers hesitant to make decisions in S-commerce. This study investigates the causes of customer uncertainty and focuses on deducing the control variables that offset this negative relationship. The study finds that in customers' S-commerce purchasing actions, the SNS WOM and mobility variables show control effects between information asymmetry and uncertainty and between trust and uncertainty. Additionally, this research defines the variables related to customer uncertainty that are hidden in S-commerce, and statistically verifies their relationship. The research results can be used in Internet marketing practices to establish marketing mix strategies for customer demand or as research data to predict customer behavior. The results are scientifically meaningful as a precedent for research on customers in S-commerce.