총 36페이지

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T&CTower
could get the products at a low price. Also, considering
‘Lock-in Effect.’ It means controlling the choice of other
that major users are young people, those who depend
productsorserviceaccompaniedbycertainproduct.And
on pocket money or income of part time job are more
it means that the sellers give consumers a chance to use
sensitivetotheprice.OhSu-jin,professorofDepartment
theirproductswithalowerprice,whichleadsthemtouse
of Consumer Economics at Sookmyung Woman’s
theirproductorservicecontinuously.Customerscouldbe
University said that social commerce is a good idea in
easilyaffectedbythiseffect.
thatitgivesconsumerssomepricebenefits.
IsItReallyEffectivetoUseSocialCommerce?
Lowmarketingcost
Socialcommercecouldalsobeaneconomicalmeansto
If we look at the social commerce system only from
the seller. This is because consumers who are interested
an economic perspective, it could be an effective tool
in certain product voluntarily promote it by using SNS
for both sellers and buyers. But does the discounted
to gain the designated number of consumers. People’s
price help the consumer to make a beneficial choice? Is
voluntarypromotiongathersattentionofotherpeopleand
it no more than just a marketing tool which stimulates
it finally satisfies the designated number. According to
the consumer’s mind? Also, would it be possible that
theresearchwhichwasannouncedin2011fromWantelet
sellers can gather their regular customers through social
Incorporated,whenconsumersbuythegoods,82percent
commerce?
of them depend on SNS opinion of other people and 71
We can catch the problem of social commerce through
percent of them refer to the opinion of family or friends
people’s psychological perspective which we cannot
whentheypurchasethegoods.Throughthis,sellercould
find through economic perspective. In reality, people
sell their products without any huge amount of cost
are influenced by the relationship, inner mind and
for marketing. Kwak Chang-kyu, the author of ‘When
social environment. And it leads to the result that the
economic and regional economy meets,’ said that social
real situation could not be explained enough, only
commercecanbeacheapmarketingtoolforasmall-scale
by economic theory. In this point, through Behavior
businessman like who manages regional restaurant. That
Economics which combines economics with psychology,
could help the growth of regional business area, which
letuslookatwhatkindofproblemsocialcommercehas
leadstoeconomicdevelopment.
andwhatkindofpsychologysocialcommerceuses.
[WhatistheBehaviorEconomics?
Which information do consumers mostly depend on
when they buy products?
:Economics+Psychology]
Global
Other consumers’s recommendation
78
Behavioreconomicsisanimportantfield,especially
Newspaper
63
Nielsene
consumer’sopinionpostedontheon-line
61
these days, which is made to compensate for the
brand homepage
60
errorthemainstreameconomicshas.Themainstream
television
56
AC
magazine
56
ⓒ
economicshasthepremisethattheallhumanbeings
radio
54
arerationalinallaspectsoflife.Inreality,however,a
supportion of brand
49
mailing advertisement
49
rational person who is an ideal person in economics
advertisement showen befor movie
38
does not exist and it leads to the situation that the
search engine advertisement
34
online baner advertisement
26
does not accord with the economics
text advertisement of cellphone
18
theory. To solve this problem, the
20
40
60
80
100
behavior economics is made by
▲Theinformationwhichconsummersmostlyonisotherperson’sopinion.
investigatinghowtherealpeople
behave, experimenting various
Makingregularcustomersthrough‘Lock-in-Effect’
humanmindsandrevealingthe
Why do sellers open an opportunity for customers
resultfromtheexperiment.
to buy their products at considerably low price? That
is because they want to make their regular customers.
This situation could be explained by economic term,
MARCH 2012

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