한국산학기술학회논문지 (Journal of the Korea Academia-Industrial cooperation Society)

  • 제15권1호
  • /
  • Pages.61-71
  • /
  • 2014
  • /
  • 1975-4701(pISSN)
  • /
  • 2288-4688(eISSN)
한국산학기술학회 (The Korea Academia-Industrial cooperation Society)
권호 표지
DOI QR코드

DOI QR Code

소셜네트워크 서비스 기반의 소셜쇼핑 사용자 수용에 영향을 미치는 요인에 관한 연구

A Study of the Factors influencing User Acceptance of Social Shopping based on Social Network Service

  • 투고 : 2013.07.31
  • 심사 : 2014.01.09
  • 발행 : 2014.01.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

인터넷을 기반으로 하는 전자상거래 산업에서는 최근 소셜네트워크서비스 (Social Network Service)와 결합된 소셜쇼핑(Social shopping)이라고 하는 새로운 형태의 사업모델(Business Model)이 등장하였다. 소셜쇼핑은 지역기반의 업체가 제공한 서비스나 상품을 다수의 구매자가 인터넷을 통해 일정 갯수 이상 구매하는 경우 거래가 성사되는 형태이다. 본 연구에서는 소셜쇼핑의 수용에 영향을 주는 요인을 도출하고 이들 요인간의 구조적인 관계를 밝히고자 한다. 이를 위해 인터넷 쇼핑, 소셜쇼핑, 기술수용모형 등의 소셜쇼핑의 수용에 관한 선행 연구들을 살펴보고 소셜쇼핑의 수용에 영향을 주는 요인을 도출한 후 이들간의 관계를 밝히기 위해 구조방정식모형을 이용하여 분석하였다. 분석에서는 설문조사를 통해 데이터를 수집하고 탐색적 요인분석과 구조방정식모형의 분석을 통해 요인간의 구조적 관계를 도출하였으며 소셜쇼핑 사용경험과 성별에 따른 차이를 분석하였다. 지각된 유용성과 지각된 즐거움이 이용의도에 중요한 영향을 미치고 있음을 알 수 있었고, 소셜쇼핑 사용경험 유무와 성별에 따른 차이가 존재하여 세분화된 고객에 맞는 전략이 필요함을 알 수 있었다.

Recently social shopping, combining e-Commerce with Social Network Service, become a brand-new eBusiness model. In this paper, we aim to identify the structural relationship of the factors affecting the intention of using social shopping. Reviewing the previous works of social shopping, internet shopping and TAM (Technology Acceptance Model), we extract factors affecting the intention of using social shopping and build a structural research model among these factors. To analyze the structural relationship among theses factors, we perform an empirical study - gathering data from a survey and analyzing gathered data using EFA (Exploratory Factor Analysis) and SEM (Structural Equation Model) to identify the structural relationship. We also analyze moderating effect of past experience of social shopping and gender. As a result, We also can find that two factors - Perceived usefulness and Expected enjoyment - are the key factors influencing acceptance of social shopping and that more segmented strategies are required to attract customers since factors affecting Intention to use are somewhat different according to past experience and gender of respondents.

키워드

참고문헌

  1. K. Ahn, "The Structural Relationships among Customer Trust, Satisfaction, and Loyalty in Social Commerce Context: Focusing in Trust Transfer," Sejong University, Doctoral Dissertation, 2011.
  2. H. Lim, "The effect of growth in Social Commerce industry on parcel service market," Postal Information, vol. 89, no. 2, pp. 33-52, 2012.
  3. F. D. Davis, "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS Quarterly, vol. 13, no. 3, pp. 319-339, 1989. DOI: http://dx.doi.org/10.2307/249008
  4. Y. Kang, C. Park, "The Present and Future of Social Shopping," The Proceedings of IT service society, pp. 366-369, 2008.
  5. J. Lie, "A study of the factors affecting group purchase based social commerce acceptance," Korea University, Master's Thesis, 2011.
  6. B. Gho, "A study of analyzing the factors affecting consumer purchase decision in Social commerce shopping," Chung-Ang University, Master's Thesis, 2011.
  7. K. Sung, "A study of the impact of SNS on e-commerce and the way for improvement," Sungkyunkwan University, Master's Thesis, 2011.
  8. F. D. Davis, "A Technology Acceptance Model for Empirically Testing New End-user Information Systems: Theory and Results," Massachusetts Institute of Technology, Doctoral Dissertation, 1986.
  9. T. L. Childers, C. L. Carr, J. Peck, S. Carson, "Hedonic and Utilitarian motivations for online retail shopping behavior," Journal of Retail, vol. 77, no. 4, pp. 511-535, 2001. DOI: http://dx.doi.org/10.1016/S0022-4359(01)00056-2
  10. J. Oh, "A Study on the Factors Affecting Intention to Purchase Travel Products via the Internet: An Extension to the Technology Acceptance Model," Sejong University, Doctoral Dissertation, 2007.
  11. J. Park, "A Study on the Intention to Use Internet-Auction: Based on the Revised Technology Acceptance Model," Hankuk University of Foreign Studies, Master's Thesis, 2009.
  12. M. Choi, "A Study on Factors of having Influence upon the Intention of Using Social Commerce Service," Chung-Ang University, Master's Thesis, 2011.
  13. B. Lim, "Factors affecting on users' intention in using social commerce : based on technology acceptance model," Hanyang University, Master's Thesis, 2011.
  14. Y. Kang, "Acceptance Factors of Social Shopping," Korea University, Master's Thesis, 2008.
  15. R. Ok, "The effects of technology readiness on the usage intention of social shopping," Hanyang University, Master's Thesis, 2011.
  16. J. Yu, I. Ha, M. Choi, J. Rho, "Extending the TAM for a t-commerce," Information & Management, vol. 42, no. 7, pp. 965-976, 2005. DOI: http://dx.doi.org/10.1016/j.im.2004.11.001
  17. P. A. Pavlou, "Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model," International Journal of Electronic Commerce, vol. 7, no. 3, pp. 101-134, 2003.
  18. P. Palvia, "The role of trust in e-commerce relational exchange: A unified model," Information & Management, vol. 46, no. 4, pp. 213-220, 2009. DOI: http://dx.doi.org/10.1016/j.im.2009.02.003
  19. D. Gefen, E. Karahanna, D. W. Straub, "Inexperience and experience with online stores: the importance of TAM and trust," IEEE Transactions on Engineering Management, vol. 50, no. 3, pp. 307-321, 2003. DOI: http://dx.doi.org/10.1109/TEM.2003.817277
  20. P. A. Pavlou, M. Fygenson, "Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior," MIS Quarterly, vol. 30, no. 1, pp. 115-143, 2006. https://doi.org/10.2307/25148720
  21. H. Kim, "A Study on the Factors of affecting the acceptance intention for Smart TV," Master's Thesis, Sungkyunkwan University, 2011.
  22. D. Lee, S. Lee, B. Choi, "An Empirical Study on Intentions to Use of Smart TV," The Journal of Digital Policy & Management, vol. 10, no. 4, pp. 107-118, 2012.
  23. JinJing, B. Kang, "A study of Acceptance Intention of Smart TV," Proceedings of the Conference on Management Information Systems, 2011.
  24. S. Park, "A Study on the Impact Factors of Intention to Use on Smart Devices," Master's Thesis, Chonnam National University, 2011.
  25. V. Venkatesh, F. D. Davis, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, vol. 46, no. 2, pp. 186-204, 2000. DOI: http://dx.doi.org/10.1287/mnsc.46.2.186.11926
  26. D. H. Ting, S. F. Lim, T. S. Patanmacia, C. G. Low, G. C. Ker, "Dependency on smartphone and the impact on purchase behaviour," Young Consumers: Insight and Ideas for Responsible Marketers, vol. 12, no. 3, pp. 193-203, 2011. DOI: http://dx.doi.org/10.1108/17473611111163250
  27. C. Koo, Y. Wati, J. J. Jung, "Examination of how social aspects moderate the relationship between task characteristics and usage of social communication technologies (SCTs) in organizations," International Journal of Information Management, vol. 31, no. 5, pp. 445-459, 2011. DOI: http://dx.doi.org/10.1016/j.ijinfomgt.2011.01.003
  28. M. Lee, "Understanding the behavioural intention to play online games: An extension of the theory of planned behaviour," Online Information Review, vol. 33, no. 5, pp. 849-872, 2009. DOI: http://dx.doi.org/10.1108/14684520911001873
  29. Y. Lu, T. Zhou, B. Wang, "Exploring Chinese users' acceptance of instant messaging using the theory of planned behavior, the technology acceptance model, and the flow theory," Computers in Human Behavior, vol. 25, no. 1, pp. 29-39, 2009. DOI: http://dx.doi.org/10.1016/j.chb.2008.06.002
  30. S. Kim, S. Lee, H. Hwang, "A study of the Factors Affecting Adoption of a Smartphone," Entrue Journal of Information Technology, vol. 10, no. 1, pp. 29-39, 2011. https://doi.org/10.3923/itj.2011.29.39
  31. K. C. C. Yang, "Exploring factors affecting the adoption of mobile commerce in Singapore," Telematics and Informatics, vol. 22, no. 3, pp. 257-277, 2005. DOI: http://dx.doi.org/10.1016/j.tele.2004.11.003
  32. H. Suh, N. Moon, "Factors Affecting Intent to Use of T-Commerce in Enhanced TV Programs in Case of e-Commerce Users - The Moderating Effect of User Innovativeness," Journal of Broadcast Engineering, vol. 10, no. 4, pp. 610-620, 2005.
  33. K. Chen, J. V. Chen, D. C. Yen, "Dimensions of self-efficacy in the study of smart phone acceptance," Computer Standards & Interfaces, vol. 33, no. 4, pp. 422-431, 2011. DOI: http://dx.doi.org/10.1016/j.csi.2011.01.003
  34. Y. Park, J. V. Chen, "Acceptance and adoption of the innovative use of smartphone," Industrial Management & Data Systems, vol. 107, no. 9, pp. 1349-1365, 2007. DOI: http://dx.doi.org/10.1108/02635570710834009
  35. J. Jeong, K. Jang, "A Study on the Factors of Smart-phone Selection Centered on Actual Users," The e-Business Studies, Vol. 11, No. 4, pp. 361-379, 2010. https://doi.org/10.15719/geba.11.4.201011.361
  36. F. D. Davis, R. P. Bagozzi, P. R. Warshaw, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, vol. 35, no. 8, pp. 982-1003, 1989. DOI: http://dx.doi.org/10.1287/mnsc.35.8.982
  37. V. Venkatesh, "Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model," Information Systems Research, vol. 11, no. 4, pp. 342-365, 2000. DOI: http://dx.doi.org/10.1287/isre.11.4.342.11872
  38. J. Shin, C. Song, "A Study on the Adoption of Internet Shopping: Based on Technology Acceptance Model," Korean Journal of Business Administration, vol. 16, no. 3, pp. 713-734, 2003.
  39. B. Hong, Y. Na, "The Effect of the Perceived Hedonic Value, Usefulness and Ease of use on Attitude toward using in Internet Shopping Mall and Purchase Intention of the Fashion Merchandise," Journal of the Korean Society of Clothing and Textiles, vol. 32, no. 1, pp. 147-156, 2008. DOI: http://dx.doi.org/10.5850/JKSCT.2008.32.1.147
  40. M. Choi, "A study on the Determinants of the Acceptance Intention of Smartphone Advertising: Focusing on the Implications for OHH Advertising," Journal of Outdoor Advertising Research, vol. 8, no. 3, pp. 71-106, 2011.