Asia Marketing Journal

Korean Marketing Association (한국마케팅학회)
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Effects of Technology Readiness on User Perceptions and Use Intention of Mobile Social Commerce

  • Received : 2016.07.12
  • Accepted : 2016.08.03
  • Published : 2016.07.31
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Abstract

This research was implemented by using TRAM model. An existing research (Ok 2011) which dealt with technology readiness and social commerce at once had only asked consumers' attitude on 'general technology'. This research, however, has specifically focused on Social Network Service and mobile social commerce. Research hypotheses and research model were developed and tested by using 610 consumer survey data. It was found that individual's positive/negative technology readiness has a direct influence positively/negatively on perceived ease of use and perceived trust respectively. Also their positive and negative technology readiness has an indirect influence positively/negatively on perceived usefulness. Thus someone's positive and negative attitude on SNS has a different direction towards the perception of mobile social commerce. Perception on mobile social commerce depends on their attitude (positive or negative) concerning SNS. Managerial implications and limitations of the study were also discussed.

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