The Impact of Building Relationships in the Social Commerce Community on Social Commerce Loyalty: Focusing on OHouse and Musinsa -

Key Points

• To analyze how community engagement and participation affect loyalty in social commerce.
• Focused on users of OHouse and Musinsa
• Analyzed community involvement and participation levels
• Examined effects on loyalty and satisfaction
• Assessed the impact of information quality, social interaction, and perceived expertise
• Community engagement positively influences loyalty
• Information quality and social interaction enhance engagement
• Perceived expertise negatively affects engagement
• Satisfaction increases participation
• Impact of IT habits is minimal

Abstract