ABSTRACT
Resumen La difusión del comercio electrónico constituye una gran oportunidad para las empresas como instrumento de competitividad. El uso de las redes sociales brinda una plataforma nueva para el desarrollo de las transacciones comerciales online. El objetivo de este trabajo consiste en analizar la relación entre el nivel de adopción del comercio electrónico y la valoración de las redes sociales en las empresas. Con este fin, se utiliza una muestra de 100 Microempresas, Pequeñas y Medianas firmas de la ciudad de Córdoba, Argentina. Sobre la base de un análisis de conglomerados de k medias, se obtienen tres grupos de empresas: empresas avanzadas en e-commerce empresas únicamente en redes sociales y empresas orientadas al e-commerce. Estos grupos presentan diferencias significativas por sector de actividad, pero no por tamaño de las empresas. Códigos JEL: D2, L86, O33.
Abstract E-commerce diffusion brings a great opportunity for the competitiveness of firms. The use of social networks offers a new platform for the development of online business transactions. The objective of this paper is analyzing the relationship between the e-commerce adoption level and the social networks value among firms. To achieve this goal, a sample of 100 Micro, Small and Medium firms from the city of Cordoba in Argentina is employed. Based on a k media conglomerates analysis, we obtained there groups of firms: firms advanced in e-commerce, firms just in social networks, and firms oriented to e-commerce. These groups differ in terms of their main economic activity but not in the size of their firms. Classification: D2, L86, O33.
Resumo A difusão do comércio eletrônico constitui uma grande oportunidade para as empresas como instrumento de competitividade. O uso de redes sociais fornece uma nova plataforma para o desenvolvimento de transações comerciais online. O objetivo deste trabalho é analisar a relação entre o nível de adoção do comércio eletrônico e a valorização das redes sociais nas empresas. Para isso, é utilizada uma amostra de 100 microempresas, pequenas e médias empresas da cidade de Córdoba, Argentina. Com base em uma análise de k-conglomerados médios, três grupos de empresas são obtidos: empresas avançadas em e-commerce; empresas somente em redes sociais e empresas voltadas ao e-commerce. Esses grupos apresentam diferenças significativas por setor de atividade, mas não pelo tamanho das empresas. Classificações JEL: D2, L86, O33.
ABSTRACT
PURPOSE: The purposes of this study were to investigate eating behavior of university students through social commerce and to analyze factors affecting university students' attitude regarding social commerce. METHODS: Questionnaires were distributed to 445 university students in Changwon, Korea from March 28 to April 28, 2013. A total of 339 questionnaires were used for the final analysis, which excluded improperly-completed questionnaires. RESULTS: The major factor considered for eating behavior through social commerce was price (37.2%). Purchasing experiences of foodservice products according to types of foodservice were 64.9% for coffee shop, 59.3% for fast food restaurant, 53.4% for family restaurant, 46.0% for specialty restaurant, 35.7% for pizza restaurant, 35.4% for buffet, and 31.9% for bakery. Factors affecting satisfaction with social commerce for purchasing foodservice products were 'service quality of foodservice company', 'communication of social commerce', and 'discount rate of social commerce'. Factors affecting repurchasing intention of foodservice products through social commerce were 'service quality of foodservice company', 'site design of social commerce', and 'discount rate of social commerce'. CONCLUSION: In order to increase satisfaction with social commerce, 'service quality of foodservice company', 'communication of social commerce', and 'discount rate of social commerce' should be increased. And, to increase repurchasing intention of social commerce, 'service quality of foodservice company', 'site design of social commerce', and 'discount rate of social commerce' should be increased. In addition, two factors 'service quality of foodservice' and 'discount rate of social commerce' were found to have an effect on satisfaction and repurchasing intention of social commerce. For development of social commerce and foodservice industry, cooperative relationship between social commerce and foodservice industry is needed, and a reasonable price strategy should be established. The university students considered price as a major factor of eating behaviors and did not consider menu and taste as a major factor. From a longer perspective, such an eating behavior would have an effect on university students' dietary life and it would cause nutrition and health problems for university students. Thus, it implied that further studies from the perspectives of nutrition and health regarding eating behavior through social commerce service should be conducted.