부산대학교 도서관

In recent years, e-commerce and social networking sites have gradually become the shopping and social media frequently used by consumers, and the emerging concept of social commerce has been derived. Instagram is one of the most commonly used social media among young people today. The age distribution of its users coincides with the groups who use online shopping most often. In recent years, many businesses have also begun to use Instagram as their channel of exposure. Whether it is used for advertising, as a platform for interacting with consumers, etc., Instagram is undoubtedly a very important social commerce research object. However, due to the impact of the epidemic in recent years, many daily lives of consumers have been affected. This study mainly explores the differences between the factors that affect social commerce intention before and after the epidemic. In this study, 404 valid questionnaires were collected before the epidemic and 352 valid questionnaires were collected after the epidemic by using online questionnaires before and after the epidemic. Afterwards, through statistical analysis, it was found that among the social commerce intention receiving behaviors, altruism, information support, trust toward service and usefulness were the four factors that significantly affected consumers during the epidemic. As for social commerce intention giving, no factor was significant. Therefore, the conclusion of the research gives out practical advice to Instagram and Instagram's online merchants based on this result, and finally suggest the direction and themes that can be explored if the research is to be continued in the future.