An Integrated Study concerning Antecedent Variables affecting the intention-to-use of on-line shopping malls: An Extended Model of TAM2

온라인 쇼핑몰의 사용 의도에 영향을 미치는 선행변수에 관한 통합연구: 기술수용모델(TAM)2의 확장 모델

The total market capacities of our domestic on-line shopping malls had reached over one billion wons in 2005. They are also estimated to reach 1.8 billion wons in 2008. In order to reveal some relationships between six antecedent variables and intention-to-use of online shooing malls, this study has extended the original TAM2 model using these variables obtained from (1) perceived usefulness and perceived ease of use from TAM2 model, (2) compatibility from IDT theory, (3) perceived enjoyment from Flow theory, and (4) others (perceived risk and self efficacy). Two statistical packages such as SPSS 12.0 and Lirel 8.70 were used for data analyses. Among these seven proposed hypotheses, six hypotheses were accepted while one hypothesis regarding perceived risk was rejected. As perceived risk hypothesis concerning the intention-to-use was rejected, the perceived risk did not show the support of the intention-to-use.