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중국 소셜커머스 이용의도에 영향을 미치는 요인에 관한 연구 - 기술수용모형을 중심으로 -

A Study on the Factors Influencing the Usage Intent of Social Commerce in China - Focused on the Technology Acceptance Model

윤성환
중국학연구회 (The Society Of Chinese Studies)|2016.08|중국학연구|제77호|pp. 361-402|DOI 중국

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참고문헌

키워드

Technology Acceptance ModelPerceived UsefulnessPerceived Ease of UseChinese Social CommerceSocial Commerce Usage Intent
주제분류중국어와문학

초록

The main purpose of this study is to identify the influencing factors on the social commerce usage intent of social commerce users in China. For this purpose, a research model and hypotheses are developed based on the relevant literature reviews. Data have been collected from Tsinghua University students who have used social commerce in China and the research hypotheses were tested by structural equation modeling analysis. The empirical findings are as follows: four factors elicited as variables influencing use intention of social commerce except for social presence, self-efficacy and interactivity have a positive effect, and perceived risk has a negative effect on perceived ease of use and perceived usefulness. And perceived ease of use and perceived usefulness have a positive effect on the intention to use social commerce. Based on the results, a few points from the relationship marketing view shall be suggested for significant implications for social commerce service providers in China.

Abstract

The main purpose of this study is to identify the influencing factors on the social commerce usage intent of social commerce users in China. For this purpose, a research model and hypotheses are developed based on the relevant literature reviews. Data have been collected from Tsinghua University students who have used social commerce in China and the research hypotheses were tested by structural equation modeling analysis. The empirical findings are as follows: four factors elicited as variables influencing use intention of social commerce except for social presence, self-efficacy and interactivity have a positive effect, and perceived risk has a negative effect on perceived ease of use and perceived usefulness. And perceived ease of use and perceived usefulness have a positive effect on the intention to use social commerce. Based on the results, a few points from the relationship marketing view shall be suggested for significant implications for social commerce service providers in China.

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