Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

The Study on Intention to Use for Social Commerce of Online Group-Buying : Focused on Chinese Users

온라인 공동구매형 소셜커머스의 이용의도에 관한 연구 : 중국 이용자를 중심으로

  • Received : 2017.04.29
  • Accepted : 2017.07.20
  • Published : 2017.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Agarwal, R. and J. Prasad, "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology", Information Systems Research, Vol.9, No.2, 1998, 204-215. https://doi.org/10.1287/isre.9.2.204
  2. Ajzen, I., "From Intentions to Actions : A Theory of Planned Behavior", In Action Control, Springer Berlin Heidelberg, 1985, 11-39.
  3. Ajzen, I. and M. Fishbein, Belief, Attitude, Intention and Behavior : An Introduction to Theory and Research, MA : Addison-Wesley, 1975.
  4. Akerlof, G.A. and R.E. Kranton, "Economics and Identity", The Quarterly Journal of Economics, Vol.115, No.3, 2000, 715-753. https://doi.org/10.1162/003355300554881
  5. Anderson, C., The Long Tail : Why the Future of Business is Selling Less of More, Hachette Books, 2006.
  6. Anderson, J.C. and D.W. Gerbing, "The Effect of Sampling Error on Convergence, Improper Solutions, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis", Psychometrika, Vol.49, No.2, 1984, 155-173. https://doi.org/10.1007/BF02294170
  7. Bagozzi, R.P., Y. Yi, and K.D. Nassen, "Representation of Measurement Error in Marketing Variables : Review of Approaches and Extension to Three-Facet Designs", Journal of Econometrics, Vol.89, No.1, 1998, 393-421. https://doi.org/10.1016/S0304-4076(98)00068-2
  8. Bearden, W.O., R.G. Netemeyer, and R.J. Teel, "Measurement of Consumer Susceptibility to Interpersonal Influence", J. Consum. Res. Vol.15, No.4, 1989, 473-481. https://doi.org/10.1086/209186
  9. Becker, G.S., "A Note on Restaurant Pricing and Other Examples of Social Influences on Price", Journal of Political Economy, Vol.99, No.5, 1991, 1109-1116. https://doi.org/10.1086/261791
  10. Bentler, P.M. and D.G. Bonett, "Significance Tests and Goodness-of-Fit in the Analysis of Covariance Structures", Psychological Bulletin, Vol.88, No.3, 1980, 588-600. https://doi.org/10.1037/0033-2909.88.3.588
  11. Berlyne, D.E., I.D. Koenig, and T. Hirota, "Novelty, Arousal, and the Reinforcement of Diversive Exploration in the Rat", Journal of Comparative and Physiological Psychology, Vol.62, No.2, 1966, 222-226. https://doi.org/10.1037/h0023681
  12. Bikhchandani, S., D. Hirshleifer, and I. Welch, "Learning from the Behavior of Others : Conformity, Fads, and Informational Cascades", The Journal of Economic Perspectives, Vol.12, No.3, 1998, 151-170. https://doi.org/10.1257/jep.12.3.151
  13. Burnkrant, R.E. and A. Cousineau, "Informational and Normative Social Influence in Buyer Behavior", Journal of Consumer Research, Vol.2, No.3, 1975, 206-215. https://doi.org/10.1086/208633
  14. Celen, B. and S. Kariv, "Distinguishing Informational Cascades from Herd Behavior in the Laboratory", The American Economic Review, Vol.94, No.3, 2004, 484-498. https://doi.org/10.1257/0002828041464461
  15. Chen, L. and R. Wang, "Trust Development and Transfer from Electronic Commerce to Social Commerce : An Empirical Investigation", American Journal of Industrial and Business Management, Vol.6, No.5, 2016, 568-576. https://doi.org/10.4236/ajibm.2016.65053
  16. Cheung, R. and D. Vogel, "Predicting User Acceptance of Collaborative Technologies : An Extension of the Technology Acceptance Model for e-Learning", Computers and Education, Vol.63, 2013, 160-175. https://doi.org/10.1016/j.compedu.2012.12.003
  17. Chu, S.C. and Y. Kim, "Determinants of Consumer Engagement in Electronic Word-of- Mouth(eWOM) in Social Networking Sites", International Journal of Advertising, Vol.30, No.1, 2011, 47-75. https://doi.org/10.2501/IJA-30-1-047-075
  18. CNNIC, "2014 年农村互联网发展状况研究报告", China Internet Network Information Center, 2015.
  19. Cronbach, L.J., "Coefficient Alpha and the Internal Structure of Tests", Psychometrika, Vol.16, No.3, 1951, 297-334. https://doi.org/10.1007/BF02310555
  20. Davis, F.D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, Vol.13, No.3, 1989, 319-340. https://doi.org/10.2307/249008
  21. Deutsch, M. and H.B. Gerard, "A Study of Normative and Informational Social Influences upon Individual Judgment", The Journal of Abnormal and Social Psychology, Vol.51, No.3, 1955, 629-636. https://doi.org/10.1037/h0046408
  22. eMarketer, "Global B2C e-Commerce Sales to Hit $1.5 Trillion This Year Driven by Growth in Emerging Markets", 2014. Available at https://www.emarketer.com/Article/Global-B2C-Ecommerce-Sales-Hit-15-Trillion-This-Year-Driven-by-Growth-Emerging-Markets/1010575 (Accessed March 1, 2017).
  23. Fornell, C. and D.F. Larcker, "Structural Equation Models with Unobservable Variables and Measurement Error : Algebra and Statistics", Journal of Marketing Research, Vol.18, No.3, 1981, 382-388. https://doi.org/10.2307/3150980
  24. Gefen, D. and D.W. Straub, "Consumer Trust in B2C e-Commerce and the Importance of Social Presence : Experiments in e-Products and e-Services", Omega, Vol.32, No.6, 2004, 407-424. https://doi.org/10.1016/j.omega.2004.01.006
  25. Gefen, D., E. Karahanna, and D.W. Straub, "Trust and TAM in Online Shopping : An Integrated Model", MIS Quarterly, Vol.27, No.1, 2003, 51-90. https://doi.org/10.2307/30036519
  26. Goldsmith, R.E. and C.F. Hofacker, "Measuring Consumer Innovativeness", Journal of the Academy of Marketing Science, Vol.19, No.3, 1991, 209-221. https://doi.org/10.1007/BF02726497
  27. Hajli, N., "Social Commerce Constructs and Consumer's Intention to Buy", International Journal of Information Management, Vol.35, No.2, 2015, 183-191. https://doi.org/10.1016/j.ijinfomgt.2014.12.005
  28. Hassanein, K. and M. Head, "Manipulating Perceived Social Presence Through the Web Interface and Its Impact on Attitude towards Online Shopping", Inter-national Journal of Human-Computer Studies, Vol.65, No.8, 2007, 689-708. https://doi.org/10.1016/j.ijhcs.2006.11.018
  29. Hirschman, E.C., "Innovativeness, Novelty Seeking, and Consumer Creativity", Journal of Consumer Research, Vol.7, No.3, 1980, 283-295. https://doi.org/10.1086/208816
  30. Hirschman, E.C., "Experience Seeking : a Subjectivist Perspective of Consumption", Journal of Business Research, Vol.12, No.1, 1984, 115-136. https://doi.org/10.1016/0148-2963(84)90042-0
  31. Holden, R.J. and B.T. Karsh, "The Technology Acceptance Model : Its Past and Its Future in Health Care", Journal of Biomedical Informatics, Vol.43, No.1, 2010, 159-172. https://doi.org/10.1016/j.jbi.2009.07.002
  32. Hu, L.T. and P.M. Bentler, "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis : Conventional Criteria versus New Alternatives", Structural Equation Modeling : A Multidisciplinary Journal, Vol.6, No.1, 1999, 1-55. https://doi.org/10.1080/10705519909540118
  33. iiMedia Research, "2012年度中国O2O市场研究报告", iiMedia Research, 2013.
  34. iResearch, "2015 China e-Commerce Software Industry Research Report, iResearch, 2015. (艾瑞咨询, "2015年中国电子商务软件行业研究报告", 艾瑞咨询, 2015.)
  35. Jing, R., Y. Yu, and Z. Lin, "How Service- Related Factors Affect the Survival of B2T Providers : A Sentiment Analysis Approach", Journal of Organizational Computing and Electronic Commerce, Vol.25, No.3, 2015, 316-336. https://doi.org/10.1080/10919392.2015.1058125
  36. Kai, C., W. Xiaofan, Z. Qiuying, and L. Huanhuan, "An Exploratory Study of Influence Factors about Consumers' Online Group Buying Intention", Journal of Applied Sciences, Vol.13, No.8, 2013, 1370-1375. https://doi.org/10.3923/jas.2013.1370.1375
  37. Kassarjian, H.H., "Personality and Consumer Behavior : A Review", Journal of Marketing Research, Vol.8, No.4, 1971, 409-418. https://doi.org/10.2307/3150229
  38. Kelman, H.C., "Processes of Opinion Change", Public Opinion Quarterly, Vol.25, No.1, 1961, 57-78. https://doi.org/10.1086/266996
  39. KIEP, "e-Commerce Activation Policy in China and Implication", Korea Institute for International Economic Policy, 2016, 16-7. (대외경제정책연구원, "중국 국경 간 전자상거래 활성화정책의 거점지역 현황 및 시사점", 대외경제정책연구원 지역 기초자료, 2016, 16-7.)
  40. Kim, S., M.J. Noh, and K.T. Lee, "Effects of Antecedents of Collectivism on Consumers' Intention to Use Social Commerce", Journal of Applied Sciences, Vol.12, No.12, 2012, 1265-1273. https://doi.org/10.3923/jas.2012.1265.1273
  41. Kim, Y. and J. Srivastava, "Impact of Social Influence in e-Commerce Decision Making", In Proceedings of the Ninth International Conference on Electronic Commerce, ACM, 2007, 293-302.
  42. King, D.N. and E. Turban, Introduction to eCommerce, Prentice Hall, 2004.
  43. Kotra, "Gold Mine in China's e-Commerce Market, O2O", 2012, Available at https://news.kotra.or.kr/user/globalBbs/kotranews/4/globalBbsDataView.do?setIdx=243&dataIdx=118529 (Accessed March 1, 2017).
  44. Lascu, D.N. and G. Zinkhan, "Consumer Conformity : Review and Applications for Marketing Theory and Practice", Journal of Marketing Theory and Practice, Vol.7, No.3, 1999, 1-12.
  45. Lee, K.T., D.M. Gu, and M.J. Noh, "The Effect of Customer Perceived Value on Social Commerce Usage Intention", Asia Marketing Journal, Vol.13, No.3, 2011, 135-161. (이경탁, 구동모, 노미진, "소비자의 지각된 가치가 소셜커머스 이용의도에 미치는 영향", 아시아 마케팅저널, 제13권, 제3호, 2011, 135-161.)
  46. Li, C.Y., "Persuasive Messages on Information System Acceptance : A Theoretical Extension of Elaboration Likelihood Model and Social Influence Theory", Computers in Human Behavior, Vol.29, No.1, 2013, 264-275. https://doi.org/10.1016/j.chb.2012.09.003
  47. Liu, Y. and J. Yang, "B2T Electronic Commerce Model's Influence on Mass Customization", In Circuits, Communications and System (PACCS), 2011 Third Pacific-Asia Conference on, IEEE, 2011, 1-3.
  48. Lu, Y., L. Zhao, and B. Wang, "From Virtual Community Members to C2C e-Commerce Buyers : Trust in Virtual Communities and Its Effect on Consumers'purchase Intention", Electronic Commerce Research and Applications, Vol.9, No.4, 2010, 346-360. https://doi.org/10.1016/j.elerap.2009.07.003
  49. Maccallum, R.C., M.W. Browne, and H.M. Sugawara, "Power Analysis and Determination of Sample Size for Covariance Structure Modeling", Psychological Methods, Vol.1, No.2, 1996, 130-149. https://doi.org/10.1037/1082-989X.1.2.130
  50. Midgley, D.F. and G.R. Dowling, "Innovativeness : The Concept and Its Measurement", Journal of Consumer Research, Vol.4, No.4, 1978, 229-242. https://doi.org/10.1086/208701
  51. MOTIE and KIDP, "China Online Shopping, Customer Behavior Changing", KIDP, 2014. (산업통상자원부, 한국디자인진흥원, "중국 온라인 쇼핑 생태계, 중국 소비자의 구매 패턴이 변화하고 있다", 한국디자인진흥원, 2014.)
  52. Mutz, D.C., "Social Trust and e-Commerce : Experimental Evidence for the Effects of Social Trust on Individuals' Economic Behavior", Public Opinion Quarterly, Vol.69, No.3, 2005, 393-416. https://doi.org/10.1093/poq/nfi029
  53. Noh, M.J. and K.T. Lee, "The Effects of the Perceived Risk in the Users' Acceptance of the Social Commerce : Moderating Effects of the Collectivism", Korea Business Review, Vol.41, No.1, 2012, 57-87. (노미진, 이경탁, "소셜커머스 수용에 있어서 지각된 위험의 영향력", 경영학연구, 제41권, 제1호, 2012, 57-87.)
  54. Oh, E.H., "A Study on Characteristics of Social Commerce and Its Relationship Quality to Influence Customers' Purchasing Intention", The e-Business Studies, Vol.15, No.1, 2014, 255-275. (오은혜, "소셜커머스의 구매의도에 영향을 미치는 소셜커머스의 특성 및 관계 품질에 관한 연구", e-비즈니스연구, 제15권, 제1호, 2014, 255-275.)
  55. Papadopoulos, T., T. Stamati, and P. Nopparuch, "Exploring the Determinants of Knowledge Sharing via Employee Weblogs", International Journal of Information Management, Vol.33, No.1, 2013, 133-146. https://doi.org/10.1016/j.ijinfomgt.2012.08.002
  56. Park, M.J., "The Effect of Information Quality on Consumers' Cognitive, Emotional and Behavioral Responses in Group-buying Social Commerce", Journal of the Korean Society of Design Culture, Vol.19, No.3, 2013, 293-303. (박민정, "공동구매형 소셜커머스의 정보품질이 소비자의 인지적, 감정적, 행동적 반응에 미치는 영향", 한국디자인문화학회지, 제19권, 제3호, 2013, 293-303.)
  57. Park, S.Y., "An Analysis of the Technology Acceptance Model in Understanding University Students' Behavioral Intention to Use e-Learning", Educational Technology and Society, Vol.12, No.3, 2009, 150-162.
  58. Pavlou, P.A., "Consumer Acceptance of Electronic Commerce : Integrating Trust and Risk with the Technology Acceptance Model", International Journal of Electronic Commerce, Vol.7, No.3, 2003, 101-134. https://doi.org/10.1080/10864415.2003.11044275
  59. Rice, R.E., A.E. Grant, J. Schmitz, and J. Torobin, "Individual and Network Influences on the Adoption and Perceived Outcomes of Electronic Messaging", Social Networks, Vol.12, No.1, 1990, 27-55. https://doi.org/10.1016/0378-8733(90)90021-Z
  60. Robinson, L.G., W. Marshall, and M.B. Stamps, "Sales Force Use of Technology : Antecedents to Technology Acceptance", Journal of Business Research, Vol.58, No.12, 2005, 1623-1631. https://doi.org/10.1016/j.jbusres.2004.07.010
  61. Tellis, G.J., S. Stremersch, and E. Yin, "The International Takeoff of New Products : the Role of Economics, Culture, and Country Innovativeness", Mark Sci, Vol.22, No.2, 2003, 188-208. https://doi.org/10.1287/mksc.22.2.188.16041
  62. Van de Ven, A.H. and D.L. Ferry, Measuring and Assessing Organizations, John Wiley and Sons, 1980.
  63. Venkatraman, M.P. and L.L. Price, "Differentiating between Cognitive and Sensory Innovativeness : Concepts, Measurement, and Implications", Journal of Business Research, Vol.20, No.4, 1990, 293-315. https://doi.org/10.1016/0148-2963(90)90008-2
  64. Wang, H.C., J.G. Pallister, and G.R. Foxall, "Innovativeness and Involvement as Determinants of Website Loyalty : III. Theoretical and Managerial Contributions", Technovation, Vol.26, No.12, 2006, 1374-1383. https://doi.org/10.1016/j.technovation.2005.11.002
  65. Wei, W. and S. Song, "Analysis on Factors Affecting the Service B2T e-Commerce-Based on Diamond Model", In Computer Science and Network Technology (ICCSNT), 2011 International Conference on, IEEE, 2011. 1638-1641.
  66. Xiaobin, L. and J. Hui, "A Study on the Influential Factors of the Internet Group Buying", Enterprise Vitality, Vol.12, 2012.