Professor DongHee Shin Receives
AEJMC’s 'Best Article of the Year Award'
On 2012 AUG 12, Professor DongHee Shin (Interaction Science, SKKU) received “the Best Article of the Year Award” by communication technology subcommittees at the AEJMC (the Association for Education in Journalism and Mass Communication) held in Chicago, USA. AEJMC is one of the world-best 3 academies in communication. Professor Shin analyzed the role of users’ trust in social comers through two years of longitudinal methods of research with his thesis titled ‘Experience Measurement of Social Commerce Users.’
Through his thesis titled ‘Social Commerce User Experience Measurement,’ Prof. Shin found that social commerce market’s downward trend is due to companies’ focus on ‘Commerce’ rather than ‘Social’. It means that companies have neglected communications with clients because they were busy to make immediate gains, even though ‘Trust’ is the most important quality in the Social Commerce. During two years, Prof. Shin and his research team analyzed big data from local social commerce websites and found out that there are 6 keys to success; Users’ trust, Product Strength, Scale, Brand Awareness, Membership, Contents. Using structural equation, the team discovered that Users’ trust which means ‘Social’ as the most important factor. As a result of surveying and analyzing consumption patterns of 329 selective local social commerce users, the research team also revealed that companies focused relatively more on the factors that mean ‘Commerce’ among the 6 key factors.
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