온라인 Social Shopping 사이트 이용의도에 영향을 미치는 요인에 관한 연구

• 영문명: Factors Influencing Acceptance of Online Social Shopping Site
• 발행기관: 한국IT서비스학회
• 저자명: 강유리(You Rie Kang) 박철(Cheol Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제10권 제1호, 1~20쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.03.30

국문 초록

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영문 초록

The market structure and consumer characteristics are changing dynamically according to internet shopping industry developing based on Web 2.0. But, there is absent typical online service after ’Cyworld.’ The social shopping sites based on social networking reflect to present phenomenon that collective intellect, information sharing, participate in making information. The social shopping sites are not limited in particular shopping sites but include all of sites in online. So, consumers can copy various products and display on their own blog provided from social shopping sites and make some purchase reviews and any comments about products can lead transactions among social shopping sites. So, it might be a one of meta-shopping mall like ‘Naver ’ As the social shopping sites are new form, we just applied to TAM theory to figure out acceptance factors using SEM. The perceived enjoyment affect to usefulness, ease of use and using intension. The perceived ease of use also affect to usefulness and the usefulness affect to using intension positively. But the perceived ease of use was for nothing in using intension. Finally, we provided managerial implications to activate domestic online shopping industry and theoritical meaning using extended TAM.

목차

1. 연구의 배경과 목적

2. 이론적 배경

3. 연구모형 및 가설

4. 연구 방법

5. 연구결과

6. 결 론

키워드

Online Shopping Mall Social Shopping Web 2.0 Online Consumer Behavior TAM Internet Marketing E-Commerce E-Business