확장된 통합기술수용이론을 활용한 중국 온라인 패션 플랫폼 소비자의 사용의도가 사용행동에 미치는 영향- MZ세대를 중심으로 -
The Influence of Behavioral Intention on Usage Behavior of Chinese Online Fashion Platform Consumers Using the Expanded Unified Theory of Acceptance and Use of Technology - Focusing on Generation MZ -
2
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generationconsumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether sat-isfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The researchresults can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ con-sumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitatingconditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention touse online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese GenerationMZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was con-firmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effectof satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. Thisresearch, which proposes a research model explaining the usage intention and behavior of online fashion platforms basedon UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usageintention and the final usage behavior from the general consumer's perspective, has academic significance.
Abstract
The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generationconsumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether sat-isfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The researchresults can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ con-sumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitatingconditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention touse online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese GenerationMZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was con-firmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effectof satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. Thisresearch, which proposes a research model explaining the usage intention and behavior of online fashion platforms basedon UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usageintention and the final usage behavior from the general consumer's perspective, has academic significance.
참고문헌 (51)
- Bayih, B. E., "Modeling domestic tourism - Motivations, satisfaction and tourist behavioral intentions", Heliyon, 6(9), pp.e04839~ (2020)[DOI]
- 전병유, "개방형 혁신과 한국형 플랫폼의 모색: 자동차ᐨ‘모빌리티’ 생태계 구축을 중심으로", 동향과 전망, (105), pp.180~228 (2019), 한국사회과학연구회[DOI]
- 최재일, "MZ세대의 골프의류 선택속성이 구매의도 및 추천의도에 미치는 영향", 골프연구, 16(4), pp.167~175 (2022), 한국골프학회
- 최원석, "가상현실(Virtual Reality) 디바이스 이용의도와 구매의도에 영향을 미치는 요인 연구: 확장된 통합기술수용모델(UTAUT2)을 중심으로", 정보사회와 미디어, 18(3), pp.173~208 (2017), 한국정보사회학회
- Fan, W. F., "Research on the influence of personalized intelligent recommendation on consumers' online impulse buying intention", Management Review, 34(12), pp.146~156 (2022)[DOI]
- Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- 홍수지, "통합기술수용이론(UTAUT)을 활용한 농업경영의 디지털 전환에 관한 연구; 농업교육의 조절효과를 포함하여", 차세대융합기술학회논문지, 6(8), pp.1420~1429 (2022), 국제차세대융합기술학회[DOI]
- Hu, Y. Z., "The Symbolization Construction of Youth Cultural Identity in Cyberspace-A case Study of the Sneakers Culture in “得物” App", master, pp.2021
- 임민정, "중고 의류의 재판매 온라인 플랫폼 서비스 및 소셜 네트워크 서비스 활용에 관한 연구", 한국패션디자인학회지, 21(2), pp.57~73 (2021), 한국패션디자인학회[DOI]
- 정다운, "MZ세대의 인터넷 자기 효능감이 명품 패션플랫폼 이용의도에 미치는 영향 - 확장된 통합기술수용모델의 새로운 외생 메커니즘을 중심으로 -", 한국의류산업학회지, 24(5), pp.577~592 (2022), 한국의류산업학회
- 정다운, "통합기술수용이론을 활용한 온라인 명품 플랫폼 소비자 행동 연구 - 확장된 UTAUT(2) 이론을 중심으로 -", 한국의류산업학회지, 24(4), pp.386~398 (2022), 한국의류산업학회
- Ji, T. T., "Application of augmented reality technology in online marketing of fashion brand", Journal Of Wuhan textile University, 33(1), pp.9~14 (2020)
- 강은미, "패션 공유 플랫폼 확산을 위한 탐색적 연구 -한국과 중국의 패션 공유 플랫폼 비교 분석을 중심으로-", 한국디자인문화학회지, 25(1), pp.1~14 (2019), 한국디자인문화학회
- 김기봉, "드론기술 사용의도에 영향을 미치는 요인: 확장된 통합기술수용모형을 중심으로", 유통경영학회지, 21(3), pp.161~173 (2018), 한국유통경영학회[DOI]
- Kim, Y. H., "A Study on the relationship between public service motivation and organizational factors of police officials of the MZ generation", master, pp.2022
- 김지형, "패션 공유 어플리케이션의 사용자 경험이 수용에 미치는 영향 연구: UTAUT 모형을 중심으로", 한국콘텐츠학회 논문지, 19(5), pp.82~93 (2019), 한국콘텐츠학회[DOI]
- Khechine, H., "The adoption of a social learning system : Intrinsic value in the UTAUT model", British Journal of Educational Technology, 51(6), pp.2306~2325 (2020)[DOI]
- La, K. W., "The Influences of wanghong marketing in live commerce on Chinese consumers’ purchase intention for fashion products", master, pp.2020
- Lee, J. W., "A study on the development of customized cyber jewelry design and manufacturing platform in the 4th industrial revolution era", doctor, pp.2018
- 이진희, "패션디자인 플랫폼 활용 전략: AI, 스마트팩토리 플랫폼 중심으로", 글로벌경영학회지, 17(6), pp.97~111 (2020), 글로벌경영학회
- 이정탁, "MZ 세대 여성 소비자들이 인지하는 SNS 정보 품질이 레스토랑 이미지와 방문 의도에 미치는 영향", 산업혁신연구, 38(4), pp.294~305 (2022), 산업개발연구소[DOI]
- Leng, X. M., "Research on the influence mechanism of personalized recommendation service on customer satisfaction of e-commerce platform", master, pp.2021
- Lee, Z. X., "Chinese live shopping's influencer, consumer perception, and broadcasting environment's influence on impulse buying : focused on the mediating effect of trust and perceived value", doctor, pp.2020
- Liao, N., "Research on the impact of service quality on customer agreement behavior of live broadcast shopping platform", master, pp.2022
- Li, C. X., "Research on new brand development strategies for the generation Z consumer group", Market Modernization, 22(3), pp.1~3 (2022)[DOI]
- Lin, Y. J., "Research on virtual idol communication strategy based on Z generation's consumption characteristics", Dissemination and Copyright, 23(8), pp.89~94 (2023)[DOI]
- Liu, Y., "A study on the influence of web-based shopping characteristics on consumer buying behavior", Soft Science, 34(6), pp.108~114 (2020)[DOI]
- Liu, F. X., "Driving green consumption-Exploring Generation Z consumers’ action issues on sustainable fashion in China", Studies in Social Science and humanities, 1(5), pp.25~49 (2022)[DOI]
- Liu, B., "The new consumption landscape of"Generation Z"and the guide of consumption behavior", Ideological & Theoretical Education, 23(05), pp.99~105 (2023)[DOI]
- Mannheim, K., "The problem of a sociology of knowledge of generation", Essays on the Sociology of Knowledge, 306, pp.134~154 (1952)
- Ma, Z., "Analysis on the Strategy of"蘑菇街"Brand Communi-cation", Media, 21(12), pp.76~78 (2021)
- Martín, H. S., "Influence of the user's psychological factors on the online purchase intention in rural tourism-Integrating innovativeness to the UTAUT framework", Tourism Management, 33(2), pp.341~350 (2012)[DOI]
- Mardjo, A., "Exploring facebook users’ willingness to accept f-commerce using the integrated unified theory of acceptance and use of technology 2(UTAUT2), trust and risk under the moderating role of age and gender", UTCC International Journal of Business and Economics, 10(2), pp.139~166 (2018)
- 낭윤서, "MZ세대를 겨냥한 게이미피케이션 기반 효과적인 디지털 마케팅 방안 연구", 한국콘텐츠학회 논문지, 22(7), pp.202~215 (2022), 한국콘텐츠학회[DOI]
- Oh, S. H., "A qualitative study on physical respect and appearance management behavior of body-exposed sportswear consumers", master, pp.2022
- 손정희, "MZ세대의 커뮤니케이션 고유 특성에 대한 각 세대별 반응 연구 -MZ세대, X세대, 베이비붐세대를 중심으로-", 커뮤니케이션디자인학연구, 77, pp.203~216 (2021), (사)한국커뮤니케이션디자인협회 커뮤니케이션디자인학회
- 송은영, "생산 네트워크 패션 플랫폼 사례 연구", 한국패션디자인학회지, 21(4), pp.93~107 (2021), 한국패션디자인학회
- "Consumer markets - Luxury goods" (2022)[URL]
- "Statistics on MZ generation trends" (2020)[URL]
- Sun, H., "Research on business models of platform enterprises in the digital economy-A case study of the POIZON App", Management and Administration, 22(4), pp.19~24 (2022)[DOI]
- Sun, Y., "Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? Categorisation and empirical examination", Journal of Fashion Marketing and Management, 26(4), pp.603~621 (2021)[DOI]
- Tian, X. W., "Pleasant purchase"while"exquisite poverty"-A study of the influence of consumerism on generation Z's subjective well-being", Consumer Economics, 23(2), pp.1~15 (2023)
- Venkatesh, V, "User acceptance of information technology-Toward a unified view", MIS Quarterly, 27(3), pp.425~478 (2003)[DOI]
- Venkatesh, V., "Consumer acceptance and use of information technology-Extending the unified theory of acceptance and use of technology", MIS Quarterly, 36(1), pp.157~178 (2012)[DOI]
- Venkatesh, V., "A theoretical extension of the technology acceptance model-Four longitudinal field studies", Management Science, 46(2), pp.186~204 (2000)[DOI]
- Wang, J., "A case study on online fashion platforms in China", Korean Journal of Human Ecology Conference, pp.167~167 (2019)
- Wang, H. Y., "User acceptance of mobile internet based on the unified theory of acceptance and use of technology-Investigating the determinants and gender differences", Social Behavior and Personality, 38(3), pp.415~426 (2010)
- Yoo, S. J., "New fashion platform-technology & connecting", Fashion Information and Technology, 12, pp.80~88 (2015)
- 어자양, "UTAUT2 를 이용한 토탈 패션", 뷰티 코디네이션 시스템 수용의도에 관한 연구, 2021, pp.22(4), 21~39[DOI]
- Zeng J., "Research on factors affecting consumer adoption of mobile payment based on the UTAUT model", Science & Technology Vision, 22(30), pp.186~188 (2022)[DOI]
- Zhao, Y., "The evolution of platform business models-Exploring competitive battles in the world of platforms", Long Range Planning, 53(4), pp.101892~ (2020)[DOI]
