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April 16, 2026The Journal of the Korea Contents AssociationOpen Access

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

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Authors

ELEunsun LeeMKMikyoung Kim

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Overview

Analyzes community engagement's effect on loyalty in users of OHouse and Musinsa, suggesting strategic communication value.

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

Cite This Study

Lee et al. (2026) studied this question.

synapsesocial.com/papers/69e07d1d2f7e8953b7cbe239https://doi.org/10.5392/jkca.2026.26.03.605
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