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This study performs an investigative research on the shopping value of consumers who purchase fashion/ beauty products using group buying social commerce among the types of social commerce and private shop- ping malls. We provide basic knowledge on consumer behavior using social commerce newly appeared as shopping channels. For the method, the research was performed by designing a sequential integration me- thod of conducting quantitative verification after qualitative research. As a result of qualitative research, multiple shopping values have been shown as the common shopping values of consumers using two types of shopping malls. The dimensions are price, quality, convenience, interaction, information, reliability, he- donic and impulse buying values. A total of eight sub-dimensions have appeared due to performing quanti- tative verification on the shopping value of group buying social commerce. The dimensions are same as the results from the qualitative research. The shopping value of consumers who purchase fashion/beauty pro- ducts using private shopping malls has been classified into seven dimensions (except interaction value).

Shopping Value of the Consumers Who Purchase Fashion/Beauty Products Using Group Buying Social Commerce and Private Shopping Malls