기술수용모델(TAM)과 C2C 중고 플랫폼의 정보 대칭성이 지각된 가치 및 지속적 사용의도에 미치는 영향
Effects of Technology Acceptance Model(TAM) and C2C Second-hand Trading Platform's Symmetric Information on Perceived Value and Continued Usage Intention
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초록
본 연구는 중국 C2C 중고거래 플랫폼의 사용자 연구대상으로 정보기술 수용과 사용 태도에 대해 설명력이 높다고 인정받고 있는 기술수용모델(TAM)을 토대로 핵심 변수 외 다양화된 정보시스템 환경을 반영하는 변수로 주목받고 있는 지각된 유희성을 추가 변수로 지정하였다. 본 연구는 가설을 검증하기 위해 중국 C2C 중고거래 플랫폼에 대한 경험 있는 사용자들을 대상으로 조사를 실시하였다. 총 400부의 설문지를 배포하였으며 회수된 설문지를 선별하여 총 362부 유효 설문지가 선출되었다. 또한, C2C 중고거래 플랫폼 특성 변인인 정보 대칭성을 규명하고, 이를 바탕으로 정보의 이용 가치를 높이고 활성하기 위한 전략 방향에 시사점을 제시하는 데 그 목적을 둔다. 그리고 마케팅 연구의 학문적 발전에 기여하고 기업에는 중고 플랫폼을 활용한 마케팅 전략 수립 시 실무적인 도움을 제공할 수 있을 것으로 기대한다.
Abstract
This study the effectiveness of Second-hand Trading Platform Continued Usage Intention users of the C2C Second-hand Trading Platform, which is currently attracting attention in China. Out of 400 questionnaires distributed to experienced of C2C Second-hand Trading Platform in China, 362 valid questionnaires were collected for data analysis. Empirical analysis was performed on the collected data using an SPSS statistical package, and the relationship between potential variables is proposed by using Structural Equations Modeling. his study was to examine the C2C Second-hand Trading Platform user is perceived usefulness, perceived ease, perceived playfulness, which were introduced based on the technology acceptance model. Along with this Symmetric Information has a positively affect on both the Perceived Value and Continued Usage Intention. Through the analyzed results, we will emerge as a new consumption trend in China and draw the direction of continuous development and survival strategy of C2C Second-hand Trading Platform marketing in the future.
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