인터넷 쇼핑몰의 특성과 사용자 수용간의 상황적 관계분석

A Contingent Analyses on the Relationship Between the Characteristics of Internet Shopping Mall and User Acceptance

It is generally agreed that realizing the full potential of the internet shopping mall(ISM) requires careful identification of customer needs and expectations. However, a quantitative framework to explain and predict users' behavior toward ISM has not been well established because the research on the user acceptance of ISM is still in its infancy. This study proposes a model which uses factor analysis to identify factors of ISM characteristics and individual characteristics affecting user acceptance of ISM. Predictive models based on the multiple regression analyses select the factors and their interactions with individual characteristics that significantly influence user acceptance. Results show that five factors including economy, convenience, credibility, reliability, information risks, and performance risks affects user acceptance. In addition, individual differences in terms of innovativeness, playfulness, and recreational shopping traits have both direct and interaction effects on user acceptance. The implication of this study is that, although user attitudes towards ISM characteristics in general are important to their acceptance behavior, the level of importance depends upon different user groups.