Understanding Korean College Students' Social Commerce Behavior through an Integrated Model of Technology Readiness, Technology Acceptance Model, and Theory of Planned Behavior

한국 대학생의 소셜 커머스 행동의 이해: 기술준비도, 기술수용모형 및 계획된 행동이론의 통합모형을 중심으로

  • Joo, Ji Hyuk (Depart. of Journalism & Communication, Far East University / School of Communication, Northern Arizona University)
  • 주지혁 (극동대학교 언론홍보학과, 노던아리조나대학교 커뮤니케이션학부)
  • Received : 2015.05.17
  • Accepted : 2015.07.20
  • Published : 2015.07.28


When new information communication technologies(ICTs) have appeared, researchers and praticitioners have explored how to spread the technologies. In e-commerce, social commerce has been introduced recently and attempts to understand social commerce have proposed diverse research models. This study proposed a hypothetical model which integrates technology readiness(TR), technology acceptance model(TAM), and theory of planned behavior(TPB). Through PLS path modeling, we found that every hypothesis except social norm-intention path alone proved significant. This result means that integrated model is useful to understand the adoption of new ICTs including social commerce. Finally, based on the findings, suggestions for future research were discussed.


Social Commerce;Technology Readiness;Technology Acceptance Model;Theory of Planned Behavior;integrated model;PLS path Modeling


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