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• 영문명: The Study on Intention to Use for Social Commerce of Online Group-Buying : Focused on Chinese Users
• 발행기관: 한국IT서비스학회
• 저자명: 방영영(Ying Ying Pang) 김현모(Hyun Mo Kim) 박주석(Joo Seok Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제16권 제3호, 127~146쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.09.30

영문 초록

The convergence of e-commerce and social media have given rise to a social commerce of online group-buying. Social commerce of online group-buying is a subset of B2C (Business to Consumer) and uses social media for marketing to facilitate online buying of products and services. The social commerce of online group-buying offers new and popular products or services every day, and uses social media to bring together separated consumers. In these backgrounds, we think that personality trait associated with seeking new and popular products or services, and social influence from social media are likely to be related to intention to use in social commerce of online group-buying. This study aims to examine and analyze novelty seeking and social influence that influence intention to use in social commerce of online group-buying in China. Our research model, which included novelty seeking and social influence, was developed based on the technology acceptance model. A questionnaire survey was carried out for empirical analysis. The results of empirical analysis based on a sample of 218 users showed that novelty seeking has a significant positive impact on intention to use, and social influence has a significant positive impact on perceived usefulness. We suggested academic implications and practical implications based on our empirical research.

목차

1. 서 론

2. 연구배경 및 연구가설

4. 연구방법 및 분석결과

5. 결 론

키워드

Online Group-Buying Social Commerce Intention to Use Novelty Seeking Social Influence Informational Influence Normative Influence