기술수용요인과 사회적 영향력이 소셜 커머스 사용에 미치는 영향에 관한 연구 = Impact of Technology Acceptance Factor and Social Influence on Social Commerce Usage

다국어 초록 (Multilingual Abstract)

The social commerce is a type of electronic commerce using social network service, which combines social media with e-commerce. This study investigates how technology acceptance and social influence factors have an influence on social commerce usage. The technology acceptance factors include the perceived usefulness and ease of use, and social influence factors include the subjective norm and social relationship. In order to analyze the study empirically we collected 355 data from college ages living in Busan city and analyzed it using PLS (Partial Least Squares) of structured equation models. The findings in this study are as follows. The first finding shows that the perceived usefulness and ease of use, bonding relationship, and subjective norm have a statistically significant effect on the intention to use social commerce, but bridging relationship has not. The perceived usefulness of these factors has the greatest influence and then subjective norm in order. Hence, social commerce manager should provide useful value to customers, make social relationship strong in the community, and build social identity in the community to enhance the intention to use social commerce. The second finding demonstrates that the perceived usefulness and subjective norm have a direct significant effect on the social commerce continuance, but bridging and bonding relationship have not. We found that the bridging and bonding relationship have no direct effect on the social commerce continuance, but setting subjective norm with strong and weak social relationship improve the continuous use of social commerce. The useful value to customers in social commerce also is important factor in the social commerce continuance. Therefore, the study suggests that social commerce managers should implement the programs to provide useful value and trust with customers and put an advertisement and public relationship to make subjective norm through strong or weak social relationship among customers. This study provides much contribution, but has some limitations.
The sample was limited to 20th ages in Busan city and the generalization of the results was difficult. In the future, it would be interesting to focus on an overall ages and area and analyze theirs difference. Secondly, we use PLS as structural equation model for exploratory study. We need to consider a method for more elaborate empirical study. Thirdly, this study focuses overall customers. This can overlook individual attributes of customers. Therefore, we will take individual attributes of customers in acceptance level of social commerce.

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