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패션 T-commerce 구매의도의 영향요인에 관한 연구: 확장 기술수용모형(TAM)을 중심으로

Antecedents of Purchase Intention Toward Fashion T-Commerce: Application of Technology Acceptance Model

우종필|이은옥|이승희
한국소비자학회 (Korean Society Of Consumer Studies)|2011.03|소비자학연구 (Journal of Consumer Studies)|제22권 제1호|pp. 93-115

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참고문헌

키워드

TAMself-efficacy패션제품T-Commercepurchase intentionfashion involvement기술수용모형(Technology Acceptance Model)유행관여personal informativeness
주제분류경제학

초록

본 연구는 기술수용모형(TAM)을 토대로 패션제품 T-Commerce에 영향을 미치는 요인을 규명하고자 하였다. 이를 위해 기존의 TAM 모형에서 중요하게 사용되었던 선행변인 (자기효능감, 기술혁신성, 즐거움) 이외에도 패션제품의 특성상 유행관여라는 새로운 변수를 TAM 모형에 하여 확장된 TAM 모형이 패션제품 T-Commerce의 구매의도에 어떤 영향을 미치는 지 검증하고자 하였다. 제시한 연구모형은 구조방정식모델을 통하여 분석 되었다. 분석결과 자기효능감은 지각된 용이성에 영향을 미치는 것으로 나타났으며, 기술혁신성은 즐거움에 영향을 미치는 것으로 나타났다. 유행관여는 모든 변수에 영향을 미치는 것으로 나타났으며, 지각된 사용용이성은 유용성과 즐거움에 영향을 미치고, 지각된 유용성, 사용용이성, 즐거움 모두 구매의도에 영향을 미치는 것으로 나타났다. 수정된 연구모형에서도 유행관여가 구매의도에 직접 영향을 미치는 것으로 나타나 유행관여가 T-commerce에 매우 주요한 변인임을 밝혀주었다. 본 연구결과를 토대로 패션 T-Commerce 구매의도의 예측변인들을 밝히고, 구매의도를 높일 수 있는 활용방안을 모색함으로써 향후 패션 T-Commerce 리테일러들에게 T-Commerce기획 및 마케팅전략 에 도움이 되는 실무적인 시사점을 제시하고자 한다.

Abstract

Due to rapid advances in digital technologies, with the development of interactive television,televisions can be transformed into an e-commerce medium into T-commerce. T-commerce is expected to change consumers’ shopping styles as a new shopping channel, more specifically on fashion shopping channel. Thus, it is necessary to understand what kinds of variables would affect on consumers’ attitudes or purchasing intention toward fashion T-commerce. Therefore, the purpose of this study was to examine antecedents of purchase intention toward fashion T-Commerce based on Technology Acceptance Model (TAM). Also this study attempted to provide a theoretical framework for expanding TAM model for fashion TCommerce based on previous studies which tested on self-efficacy, technology innovation’,‘joyfulness’. In addition, this study added ‘fashion involvement’ as a new variable based on Technology Acceptance Model for testing if the fashion involvement variable would be impact on ‘perceived usefulness’, ‘perceived ease of use’, and ‘perceived joyfulness’ significantly. Based on literature review, a research model was proposed with five hypotheses for this study as follows: H1) Self-efficacy is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H2) Technology innovation is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H3) Fashion involvement is positively related to perceived usefulness, perceived ease of use,and perceived joyfulness in T-commerce. H4) Perceived ease of use is positively related to perceived usefulness, and perceived joyfulness in T-commerce. H5) Perceived usefulness, perceived ease of use, and perceived joyfulness is positively related to consumers’ purchase intention toward T-commerce. Two hundreds thirty-seven female participants in age group of 20s - 30s participated in this study. For data analysis, SPSS 12.0 and Structure Equation Modeling (SEM) was used to test the research model and all hypotheses. For this study, stimuli for showing the process of T-commerce shopping were manipulated. Through pre-test, the questionnaires were distributed to respondents. To ensure data validity and reliability, internal consistent validity and discriminate validity were examined. evidence demonstrated satisfactory data for validity and reliability. Also the structural model presented showed adequate overall goodness-of-fit with observed data (χ2=25.25, d.f.=3, p<0.001; GFI=0.972, AGFI=0.737,CFI=0.960, RMR=0.054, NFI=.957). The results are as follows:First, ‘self-efficacy’ was positively related to ‘perceived ease’, but not ‘perceived usefulness’or ‘perceived joyfulness’. Second, ‘technology innovation’ was positively related to ‘perceived joyfulness’, but not ‘perceived usefulness’ or ‘perceived ease of use’. Third, ‘fashion involvement’ was positively related to all three variables -- ‘perceived usefulness’, ‘perceived ease of use’, and ‘perceived joyfulness’. Forth, ‘perceived ease of use’ was positively related to ‘perceived usefulness’ and ‘perceived joyfulness’. Fifth, ‘perceived usefulness’, ‘perceived ease of use’ and ‘perceived joyfulness’ were positively related to consumers’ ‘purchase intention’ toward T-commerce. Finally, based on the revised research model, fashion involvement was positively related to consumers’ purchase intention toward T-commerce directly. Based on these results, the proposed model showed that it can be adapted for measuring consumers’ purchasing intentions toward fashion using t-commerce with the propositions of Technology Acceptance Model. Perceived usefulness, perceived ease of use, perceived joyfulness and fashion involvement affected consumers’ purchase intention toward fashion t-commerce. Especially, when fashion involvement was added to Technology Acceptance Model as a determinant variable, it significantly affected all of the perceived variables such as usefulness,ease of use, and joyfulness as well as purchasing intention toward T-commerce. The results of this study would provide T-commerce retailers or T-commerce marketers with fashion marketing strategies about fashion T-commerce. There were some limitation from this study. For further study, more variety of respondents in different ages or different living areas need to be examined. Also, longitudinal examination of variables which influence consumers’ purchase intention using T-commerce is an research area for being examined.

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