스마트폰 환경에서 소셜커머스 사용에 대한 연구

• 영문명: A Study on the Social Commerce in Smartphone Environment
• 발행기관: 한국IT서비스학회
• 저자명: 안현철(Hyun chul Ahn) 이형용(Hyoung Yong Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제14권 제1호, 145~158쪽, 전체 14쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2015.03.30

영문 초록

Currently, Social Commerces have increasingly gained popularity with the growth of Social Network Services (SNS). As the applications of smartphones are being applied in widespread areas, social commerces in the smartphone environment have entered a new chapter. The applications of social commerces on smartphones are widely used, which has increased the market share of social commerces exponentially. Thus, we tried to find out factors which may affect the user acceptance of social commerces in the smartphone environment. We develop a research model to examine how social commerces in the smartphone environment are accepted by users based on the academic factors-switch costs, trend-seeking tendency, richness in media. The theoretical model is validated through an survey of social commerce users in the smartphone environment from the undergraduates and the graduates in Seoul, Korea. The structural equation analysis is conducted based on the partial least square (PLS) approach. The results reveal that the switch cost will have positive mediating influences to the intention to use social commerce in the smartphone environment. We also find that the perceived usefulness of the smartphone is affected by the media richness. The results also suggest that the trend-seeking tendency has no influences to the users of social commerces in the smartphone environment. Also, theoretical and practical implications are discussed. The findings are believed to increase our understanding an interesting mobile phenomenon, as well as making contributions.

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구 모형

4. 연구모형의 검증

5. 결론

References

키워드

Smartphone Media Richness Theory Switch Cost Technology Acceptance Model Social Commerce Social Network Service(SNS)