Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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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
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Abstract

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.

소셜 커머스는 최근 부상하고 있는 혁신적인 전자상거래로 전통적인 오프라인 상거래의 대안이 될 것으로 보인다. 이는 웹 2.0 기술을 기반으로 하는 소셜 네트워크 서비스에 상거래가 결합한 현상이다. 본 논문은 한국 대학생들의 소셜커머스 행위를 사회적 영향력(Social Influence)으로 확장한 기술수용모형(Technology Acceptance Model)을 통해 분석하였다. 본 연구는 SmartPLS 2.0 M3 패캐지를 이용한 PLS Path Modeling 기법을 통해 제안된 모든 가설이 유의하다는 것을 확인하였다. 이러한 결과는 TAM의 설명력과 예측력을 높이기 위해서 SI를 이용하여 이론적으로 확장하는 것이 타당하며, 관련 업계의 성과를 높이기 위해서 SI를 실무적으로도 고려할 필요가 있음을 입증하였다. 마지막으로 미래 연구를 위한 제안을 제시하였다.

Keywords

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