DOI QR코드

DOI QR Code

A Study on the Factors Influencing Acceptance of Social Media-based Smart Commerce Service through Personal Innovativeness

개인의 혁신성이 소셜미디어 기반 스마트커머스의 수용에 미치는 영향 요인 연구

  • Lee, Sang-Ok (Business school, Seoul School of Integrated Sciences & Technologies) ;
  • Lee, Sang-Ho (School of Digital Media, Kyungsung University)
  • 이상옥 (서울과학종합대학원 경영학) ;
  • 이상호 (경성대학교 디지털미디어학부)
  • Received : 2018.02.14
  • Accepted : 2018.03.25
  • Published : 2018.03.31

Abstract

This study deals with the factors influencing acceptance of social media-based smart commerce service through personal innovativeness by quantitative empirical research method. Researchers have viewed that personal innovativeness affects the aesthetic criteria, hedonic value, economic value, and subjective norms, which are subdivided elements of emotion and characteristics. The hypothesis is that the emotional and characteristics variables affect the variables such as purchase intention and word of mouth intention of the TAM and the post acceptance model (PAM). The research model proposed in this study is a integrated model of proven models in previous studies, and it is expected that there will be a theoretical and practical contribution of research. The researchers hope that this study will make a significant contribution to the industry and policy in dealing with the acceptance of smart commerce services emerging in the area of e-commerce and social media marketing.

본고는 개인의 혁신성이 소셜미디어 상에서 제공되는 스마트커머스 서비스의 수용에 미치는 영향을 정량적으로 실증한 연구다. 연구자들은 개인의 혁신성이 감성 및 특성의 세분화된 요소인 심미성, 쾌락성, 경제성, 주관적 규범 등에 영향을 주는 것으로 보았다. 또한 감성 및 특성 변인들이 전기 기술 수용모형(TAM)과 후기 기술 수용모형(PAM)의 구매의도와 구전 의도 등의 변인들에 영향을 주는 것으로 가설을 제시하였다. 본 연구에서 제시하고 있는 연구모형은 선행 연구에서 검증된 모형을 통합하여 제시하고 있는 것으로 연구의 이론적, 실무적 공헌점이 있을 것으로 보았다. 연구자들은 본 연구가 e-커머스 및 소셜미디어 마케팅 분야에서 새롭게 대두되는 스마트커머스 서비스의 수용을 다룬 점에서 산업과 정책에 상당한 공헌이 있을 것으로 기대한다.

Keywords

References

  1. Lee. S. O and Lee. S. H., "A Comparative study on the evolution stage of E-commerce & smart commerce service focused on the extended spiral model', Journal of Digital Contents Society, Vol. 18, No. 7, pp.1281-1291, 2017. https://doi.org/10.9728/DCS.2017.18.7.1281
  2. Lee S. W. and Lee S. M. and Oh J. E.,"Smart Commerce, changes and opportunities from real shopping", KT Economic Management Institute, 2010. https://m.digieco.co.kr/M/report/m_reportdetailview.jsp?category=report&board_id=strategy&board_seq=4332
  3. Telecommunication Technology Association, " new common sense on Smart commerce" 2017. http://word.tta.or.kr/dictionary/dictionaryView.do?listPage=1&firstWord=N&word_seq=104396-2&item=
  4. Kim G.J., "A Study on Acceptance Factor of Digital Multimedia Broadcasting." Korean Society For Journalism And Communication Studies 53, 3, 296-323, 2009.
  5. Lee J. K. and Choi M. and Park S. B., "A Study on College Students' Intention to Accept Paid Mobile News Content Provided by Daily Newspapers ; Application of a Combined Model between TAM and Uses & Gratification,' Journal of Media Economics & Culture 10, 3, 129-172, 2012.
  6. Rogers, E. M., & Shoemaker, F. F., "Communication of innovations: A cross-cultural approach," The Free Press, New York, NY.1971.
  7. Midgley, D. F. and Dowling, G. R., "Innovativeness: The concept and its measurement," Journal of Consumer Research, 4(4), 229-242, 1978. https://doi.org/10.1086/208701
  8. Roehrich, G. "Consumer innovativeness: Concepts and measurements," Journal of Business Research, 57(6), 671-677, 2004. https://doi.org/10.1016/S0148-2963(02)00311-9
  9. Hirschman, E. C., "Innovativeness, novelty seeking, and consumer creativity," Journal of Consumer Research, 7(3), 283-295, 1980. https://doi.org/10.1086/208816
  10. Nasution, R. A., & Garnida, N., "A review of the three streams of consumer innovativeness," In Technology Management for Global, 2010.
  11. Hoffmann, S., & Soyez, K. "A cognitive model to predict domain-specific consumer innovativeness," Journal of Business Research, 63(7), 778-785, 2010. https://doi.org/10.1016/j.jbusres.2009.06.007
  12. Midgley, D. F. & Dowling, G. R., "A longitudinal study of product form innovation: The interaction between predispositions and social messages," Journal of Consumer Research, 19(4), 611-625, 1993. https://doi.org/10.1086/209326
  13. Hirschman, E. C., "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, 12(1), 115-136, 1984. https://doi.org/10.1016/0148-2963(84)90042-0
  14. Hirunyawipada, T., & Paswan, A. K.,"Consumer innovativeness and perceived risk: Implications for high technology product adoption," Journal of Consumer Marketing, 23(4), 182-198, 2006. https://doi.org/10.1108/07363760610674310
  15. Pearson, P. H., "Relationships between global and specified measures of novelty seeking," Journal of Consulting and Clinical Psychology, 34(2), 199-204, 1970. https://doi.org/10.1037/h0029010
  16. Venkatraman, M. P., "The impact of innovativeness and innovation type on adoption," Journal of Retailing, 67(1), 51, 1991.
  17. Nasution, R. A., & Garnida, N.,"A review of the three streams of consumer innovativeness," In Technology Management for Global Economic Growth (PICMET), Proceedings of PICMET'0: (1-11). IEEE. 2010.
  18. Mudd, S., "The place of innovativeness in models of the adoption process: An integrative review," Technovation, 10(2), 119-136, 1990. https://doi.org/10.1016/0166-4972(90)90032-F
  19. Steenkamp, J. B. E., & Baumgartner, H., "The role of optimum stimulation level in exploratory consumer behavior," Journal of Consumer Research, 19(3), 434-448, 1992. https://doi.org/10.1086/209313
  20. Park, J. E., Yu, J., & Zhou, J. X., "Consumer innovativeness and shopping styles," Journal of Consumer Marketing, 27(5), 437-446, 2010. https://doi.org/10.1108/07363761011063330
  21. Jasrai, L. "Measuring mobile telecom service innovativeness among youth an application of domain- Specific innovativeness scale.,"Paradigm, 18(1), 103-116. 2014.
  22. Donthu, N., & Garcia, A., "The Internet Shopper," Journal of Advertising Research, 39(3), 52-52, 1999.
  23. Bagozzi, R. P., Gopinath, M., and Nyer, P., "The role of emotion in marketing," Journal of the Academy of Marketing Science, 27(1), 184-206., 1999. https://doi.org/10.1177/0092070399272005
  24. Battman, J. R., Luce, M. F. and Payne, J. W., "Constructive consumer choice process,"Journal of Consumer Research, 25(December), 187-217, 1998. https://doi.org/10.1086/209535
  25. Garbarino, E. C., and Edell, J. A.,"Cognitive effort, affect and choice," Journal of Consumer Research, 24(September), 147-158, 1997. https://doi.org/10.1086/209500
  26. Rogers, E. M.,"Diffusion of Innovations(4th ed.)," New York: The Free Press, 1995.
  27. Tractinsky N., "Toward the Study of Aesthetics in Information Technology", International Conference on Information Systems, pp. 771-780, 2004.
  28. Hirschman, E. C. and Holbrook, M. B., "Hedonic consumption: Emerging concepts, methods and propositions," Journal of Marketing, 46(Summer), 92-101, 1982.
  29. Dhar, R and K Wertenbroch., "Consumer Choice Between Hedonic and Utilitarian Goods", Journal of Marketing Research, vol 37, no2, pp.60-71, 2000. https://doi.org/10.1509/jmkr.37.1.60.18718
  30. Ajzen, "The theory of planned behavior. organizational Behavior and Human Decision Processes," 50, 179-211, 1991. https://doi.org/10.1016/0749-5978(91)90020-T
  31. Park, S. Y., "An Analysis of the Technology Acceptance Model in Understanding University Students' Behavioral Intention to Use e-Learning," Educational Technology & Society, 12(3),150-162, 2009.
  32. Fishbein, M., "An Investigation of the Relationships Between Beliefs about an Object and the Attitude toward the Object," Human Relations, 16, 233-240, 1963. https://doi.org/10.1177/001872676301600302
  33. Lee K. T. and Noh M. J.,"The Effect of Customer Perceived Value on Social Commerce Usage Intention" Korean Marketing Association 13, 3, pp,135-161, 2011.
  34. Grewal, D. and K. B. Monroe and R. Krishnan, "The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions," Journal of Marketing, 62(2), 46-59, 1998. https://doi.org/10.2307/1252160
  35. O H. J. and Yun Y. S. and Lee K. Y., "An Empirical Study on the Determinants of Trust and Purchasing Intention in Online Shopping" Korean Industrial Economic Association, 19(1), 205-224, 2006.
  36. Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS Quarterly, 13, 319-340, 1989. https://doi.org/10.2307/249008
  37. Venkatesh, V., "Creation of favorable user perceptions: Exploring the role of intrinsic motivation," MIS Quarterly, 23(2),239-260, 1999. https://doi.org/10.2307/249753
  38. F. D. Davis, "A theoretical extension of the technology acceptance model: Four longitudinal field studies," Management Science, 46, 186-204, 2000. https://doi.org/10.1287/mnsc.46.2.186.11926
  39. Moore, G. C. et al., "Development of an instrument to measure the perceptions of adopting an information technology innovation." Information Systems Research, 2(3), 192-222. 1991. https://doi.org/10.1287/isre.2.3.192
  40. Straub, K. et al., "Testing the technology acceptance model across cultures: A three country study," Information and Management, 31(1), 1-11.1997. https://doi.org/10.1016/S0378-7206(96)01066-X
  41. Malhotra, Y., F. Dennis, and A. Galletta, "What makes consumers buy from internet," IEEE Transactions on Systems, Man, and Cybernetics-Part A: Systems and Humans, 30(4), 423-432, 2000.
  42. D. F. Galletta, "A Multidimensional Commitment Model of Volitional Systems Adoption and Usage Behavior," Journal of MIS, 22(1) 117-152, 2005.
  43. Igbaria, M., T. Guimaraes, and G. Davis, "Testing the determinants of microcomputer usage via a structural equation model," Journal of MIS, 11(4), 87-114, 1995.
  44. Karahanna, E., and D. Straub(1999), "The psychological origins of perceived usefulness and ease-of-use," Information and Management, 35(4), 237-50, 1999. https://doi.org/10.1016/S0378-7206(98)00096-2
  45. Gefen, D., and D. Straub(2000), "The relative importance of perceived ease-of-use in IS adoption: a study of e-commerce adoption," Journal of AIS, 1(8), 1-28, 2000.
  46. Lin, J. C. and H. Lu, "Towards an understanding of the behavioral intention to use a web site," International Jr. of Information Management, 20(3), 197-208, 2000. https://doi.org/10.1016/S0268-4012(00)00005-0
  47. Moore, G. C. et al.(1991), "Development of an instrument to measure the perceptions of adopting an information technology innovation." Information Systems Research, 2(3), 192-222, 1991. https://doi.org/10.1287/isre.2.3.192
  48. G. Davis, "Testing the determinants of microcomputer usage via a structural equation model," Journal of MIS, 11(4), 87-114, 1995.
  49. Moon, J. W., and Y. G. Kim, "Extending the TAM for a World-Wide-Web context," Information and Management, 38(4), 217-230, 2001. https://doi.org/10.1016/S0378-7206(00)00061-6
  50. Igbaria, M., and G. Davis, "Testing the determinants of microcomputer usage via a structural equation model," Journal of MIS, 11(4), 87-114, 1995.
  51. Venkatesh, V., "Creation of favorable user perceptions: Exploring the role of intrinsic motivation," MIS Quarterly, 23(2), 239-260, 1999. https://doi.org/10.2307/249753
  52. Moon, J. W., and Y. G. Kim, "Extending the TAM for a World-Wide-Web context," Information and Management, 38(4), 217-230, 2001. https://doi.org/10.1016/S0378-7206(00)00061-6
  53. Igbaria, M., "Testing the determinants of microcomputer usage via a structural equation model," Journal of MIS, 11(4), 87-114, 1995.
  54. Sun, H., & Zhang, P., "Causal relationships between perceived enjoyment and perceived ease of use: An alternative approach," Journal of the Association for Information Systems, 7(9): 618-645. 2006. https://doi.org/10.17705/1jais.00100
  55. Engle, J. F., Blackwell, R. D. & Miniard, P. W.,"Consumer behavior," Illinois: The Dryden Press, 1995.
  56. Taylor, S. & Todd, P. A., "Understanding information technology usage: A test of competing model," Information Systems Research, 6(2), 144-176.1995. https://doi.org/10.1287/isre.6.2.144
  57. Bhattacharjee, A., "Understanding information systems continuance: An expectation confirmation model," MIS Quarterly, 25(3), 351-370, 2001. https://doi.org/10.2307/3250921
  58. Legris, P., Ingham, J., & Collerette, P., "Why do people use information techonology? A critical review of the technology acceptance model," Information and Management, 40(3), 191-204, 2003. https://doi.org/10.1016/S0378-7206(01)00143-4
  59. Taylor, S. A. & Baker, T. L., "An Assessment of the Relationship Between Service Quality & Customer Satisfaction in the Formation of Consumers Purchase Intentions," Journal of Retailing, 70(2),163-178, 1994. https://doi.org/10.1016/0022-4359(94)90013-2
  60. Blackwell, R. D., Miniard, P. W., & Engel, J. F.," Consumer behavior 9th," South-western thomas learning. Mason, Oh, 2001.
  61. Hong B. S. and Lee E. J. and Yu M. H.,"A study on the Color marketing of fashion brands influence to Brand Personality, Brand Awareness, and Purchase Intention." Journal of Human Ecology, 27, 15-27, 2008.
  62. Park J. W. and Song P. S., "A Study on SNS marketing activities of the tourism industry affect to Awareness, Brand Image, Corporate Image and Purchase Intention," International Journal of Tourism and Hospitality Research, 29(7), 225-239, 2015.
  63. Oliver, R. L., "A cognitive model of the antecedents and consequences of satisfaction decisions," Journal of Marketing Research,17(9), 460-469, 1980. https://doi.org/10.2307/3150499
  64. Kotler, P., "Marketing Management: 11th ed," New Jersey: Prentice-Hall, 2003.
  65. Seddon, P. B., "A respecification and extension of the DeLone and Mclean model of IS success," Information Systerm Research, 8(3), 240-253, 1997. https://doi.org/10.1287/isre.8.3.240
  66. Son J. G. and Park Y. A., "A Study on the Smartphone app quality of service and usage review affect to Satisfaction and Reuse Intention,"Journal of Korean Marketing Association, 21(3), 1-26, 2013.
  67. Henning-Thurau, T. and Gwinner, K. P. and Walsh, G. and Gremler, D. D., "Electronic WOM Via consumer-opinion platforms: what motives consumers to articulate themselves on the Internet?,"Journal of Interactive Marketing, 18(1), 38-52, 2004. https://doi.org/10.1002/dir.10073
  68. Rezabakhsh, B., Bornemann, D., Hansen, U. and Schrader, U., "Consumer power: a comparison of the old economy and the internet economy," Journal of Consumer Policy, 29(1), 3-36, 2006. https://doi.org/10.1007/s10603-005-3307-7
  69. Park, D. H. and Kim, S., "The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews,"Electronic Commerce Research and Applications, 7, 399-410, 2008. https://doi.org/10.1016/j.elerap.2007.12.001
  70. Ranaweera, C. and Prabhu, J., "On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth," Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90, 2003. https://doi.org/10.1057/palgrave.jt.5740100

Cited by

  1. 유튜브 기반 홈 트레이닝 콘텐츠 이용요인에 관한 연구 vol.19, pp.2, 2018, https://doi.org/10.14400/jdc.2021.19.2.345