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소셜커머스 환경에서 외식상품 소비자의 기술준비도가 구매의도에 미치는 영향
정남호(Chung, Namho),송효근(Song, Hyo-Geun) 한국호텔외식관광경영학회 2014 한국호텔외식경영학회 학술발표논문집 Vol.2014 No.12
Social commerce is a shopping platform which generate sales sharply and become a issue recently with a development of mobile technology. Although there are so many people who purchase restaurant product in social commerce, the previous research on the social commerce is rare in restaurant context. This study examined the effect of restraurant products purchaser"s technology readiness (TR) on purchase intention in social commerce and mediating role of shopping value. The authors divided a dimension of TR into optimism, innovativeness, discomfort and insecurity, and a dimension of shopping value into utilitarian shopping value and hedonic shopping value. The authors surveyed restaurant product purchaser in social commerce and conducted structural equation model analysis based on the result from the survey by using AMOS. Then, the results revealed that both innovativeness and insecurity influence in utilitarian shopping value and hedonic shopping value. Optimism, however, only influence on utilitarian shopping value. Also, the result verified that utilitarian shopping value and hedonic shopping value have an association with intension to purchase of restaurant product in social commerce. This result expanded the scope of TR and shopping value in literature academically in restaurant study. Furthermore, practical implication for marketing practitioners who have interesting TR were followed.