Extending Technology Acceptance Model with Social Influence on Korean College Students' Social Commerce Context

한국 대학생의 소셜 커머스 이용행태 연구: 사회적 영향력으로 확장한 기술수용모형을 중심으로

  • Joo, Jihyuk (Dept. of Journalism & Communication, Far East University, School of Communication, Northern Arizona University)
  • 주지혁 (극동대학교 언론홍보학과, 노던아리조나대학교 커뮤니케이션학부)
  • Received : 2014.12.06
  • Accepted : 2015.03.20
  • Published : 2015.03.28


The social commerce is an innovative and emerging transaction. It is the result of combination with transaction and social media technology. This study analyzes Korean college students' social commerce behavior through extending technology acceptance model(TAM) with social influence(SI). We confirmed all proposed hypotheses are significant and supported by the given data through PLS path modeling method with SmartPLS. It indicates that SI is an important factor influencing intention to use, so SI should be consider for theorists to enhance explanation and prediction of TAM and for practitioners to earn higher performances as well. Finally, based on the findings, suggestions for future studies are discussed.


Social Commerce;Technology Acceptance Model;Social Influence;PLS Path Modeling;SmartPLS


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