Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Individual Characteristics Affecting User's Intention to Use Internet Shopping Mall

개인 특성이 인터넷 쇼핑몰 사용의도에 미치는 영향

  • 서창교 (경북대학교 경영학부) ;
  • 성석주 (경북대학교 대학원 경영학과)
  • Published : 2004.09.30
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Abstract

Technology acceptance model(TAM) has been widely used to predict the end-user's acceptance of a new IT/IS. We used TAM as a theoretical foundation to explain user's intention to use an Internet shopping mall. The theoretical model is tested with the questionnaires from 308 users of an Internet shopping mall. Results show that several individual characteristics such as Internet skills and self-efficacy have a significant impact on user's perception of usefulness and ease of use. Results also show that both perceived enjoyment and perceived usefulness of Internet shopping mall strongly predict intention to use the Internet shopping mall. However, perceived ease of use has no direct influence on intention to use the Internet shopping mall. Personal innovativeness and Internet skills also have a positive effect on perceived enjoyment. Therefore, Internet shopping mall managers have to consider intrinsic motivational factor(enjoyment) as well as extrinsic motivational factor(usefulness). In addition, individual characteristics should be emphasized to form the positive beliefs about using the Internet shopping mall.

Keywords

References

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