Journal of Korea Trade

Korea Trade Research Association (한국무역학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Moderating Effect of Consumer's Intention to Use for Cross-Border Trade in Korea and Vietnam

  • Kwak, Su-Young (Department of Global Trade, Dongguk University) ;
  • Lee, Je-Hong (Department of International Trade, Chosun University)
  • Received : 2021.09.03
  • Accepted : 2021.11.09
  • Published : 2021.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose - This study aims to identify consumer tendencies in Korea and Vietnam, focusing on the online platform called cross-border, to derive revenue generation measures and use them for strategies to advance into ASEAN. Design/methodology - The questionnaire collected 420 copies from December 1 to December 31, 2020, of which 408 were used for statistical processing. The structural equation model (SEM) and moderating effect analysis with Amos was used to test hypothesis in this research. Findings - The hypotheses were set as factors that positively influence the intention to use e-commerce, such as effort expectancy, social influence, facilitating conditions and variety seeking showed statistically significant results. Among them, the social influence factor had the greatest influence, followed by facilitating condition. The sample was divided into countries, Korea and Vietnam, and these changes and differences in influence were confirmed through moderating effect analysis. Originality/value - The moderating effect on both countries (Korea and Vietnam) was found to have a moderating effect on the intention to use. For Korean consumers, significant results were found in the effort expectancy, social influence, facilitating conditions, and variety seeking, but for Vietnamese consumers, there were significant effects on the social influence and facilitating conditions, but the effort expectancy and variety seeking had no significant effect.

Keywords

Acknowledgement

This study was supported by research fund from Chosun University, 2019.

References

  1. Agarwal, R. and Karahanna, E., (2000) "Time Files When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage", MIS Quarterly, 16(2).
  2. Ajzen, I. (1991), "The Theory of Planned Behavior", Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-t
  3. Bae, Jae-Kwon (2013), "A Study of Influencing Factors for Repurchase Intention in Social Commerce Services", The e-Business Studies, 14(2), 199-224. https://doi.org/10.15719/GEBA.14.2.201306.199
  4. Bagozzi, R. P., and Yi, Y. (1988), "On the evaluation of structural equation models", Journal of the academy of marketing science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  5. Bawa, K. (1990), "Modeling inertia and variety seeking tendencies in brand choice behavior," Marketing Science, 9(3), 263-278. https://doi.org/10.1287/mksc.9.3.263
  6. Bhattacherjee, A., and Sanford, C. C. (2006), "Influence processes for information technology acceptance, an elaboration likelihood model", MIS Quarterly, 30(4), 805-825. https://doi.org/10.2307/25148755
  7. Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V. A. (1993), "A dynamic process model of service quality: From expectations to behavioral intentions", Journal of Marketing Research, 30(1), 7-27. https://doi.org/10.2307/3172510
  8. Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. (1989), "User Acceptance of computer technology: a comparison of two theoretical models", Management Science, 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  9. Dodd, T. H., B. E. Pinkleton and A. W. Gustafson (1996), "External information sources of product enthusiasts: Differences between variety seekers, variety neutrals, and variety avoiders," Psychology & Marketing, 13(3), 291-304. https://doi.org/10.1002/(SICI)1520-6793(199605)13:3<291::AID-MAR3>3.0.CO;2-7
  10. Fishbein, M., & Ajzen, I. (1975), Belief, attitude, intention and behavior: An introduction to theory and research, Addison-Wesley, Reading, MA.
  11. Hausman, A. V., and Siekpe, J. S. (2009), "The effect of web interface features on consumer online purchase intentions", Journal of Business Research, 62(1), 5-13. https://doi.org/10.1016/j.jbusres.2008.01.018
  12. Holbrook, M., and Hirschman, E. (1982), "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun", Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
  13. Kahn, B. E. and J. S. Raju (1986), "Effects of price promotions on variety-seeking and reinforcement behavior," Marketing Science, 10(4), 316-337. https://doi.org/10.1287/mksc.10.4.316
  14. Kang, Myung-Hee, Shin, Eun-Mi, You, Ji-Won (2013), "A Structural Relationship among Factors Affecting Mobile Learning Acceptance in Foreign Language Learning", Journal of Educational Technology, 29(3), 637-665. https://doi.org/10.17232/KSET.29.3.637
  15. Kang, Sun-Hee, Kim, Ha-Kyun (2016), "A Study on the User's Acceptance and Use of Easy Payment Service -Focused on the Moderating Effect of Innovation Resistance-", Management & Information Systems Review, 35(2), 1-91. https://doi.org/10.29214/DAMIS.2016.35.2.001
  16. Korea Trade News (2018, February 19), "The future trade predicted by Ma Win' cross-border ecommerce". Available from https://www.weeklytrade.co.kr/news/view.html?section=1&category=3&no=37590 (accessed December 15, 2020)
  17. Kwon, Oh-Jun (2010), "An Empirical Study on Potential Smartphone Users", Internet and Information Security, 1(1), 55-83.
  18. Kwon, Oh-Jun, Oh, Jae-In, Seo, Hyeon-Sik, Choi, Hyeong-Seop, Im, Gyo-Hyeon, Yang, Han-Ju (2008), "A study on the acceptance of the public sector BSC system using the integrated theory of technology acceptance model and technology user acceptance", The Korea Society of Management Information Systems, Spring Conference 1, 680-688.
  19. Lee, Joung-Sil, Park, Myoung-Ju (2005), "The Relationship Among Servicescape, Emotional Response and Behavior Intention in Hotel Restaurant", Journal of Korea Service Management Society, 6(2), 105-128.
  20. Li, C. Y. (2013), "Persuasive messages on information system acceptance: A theoretical extension of elaboration likelihood model and social influence theory", Computers in Human Behavior, 29(1), 264-275. https://doi.org/10.1016/j.chb.2012.09.003
  21. Madden, T. J., Ellen, P. S., & Ajzen, I. (1992), "A comparison of the theory of planned behavior and the theory of reasoned action", Personality and Social Psychology, 18(1), 3-9. https://doi.org/10.1177/0146167292181001
  22. Malhotra, Yogesh and Dennis, F. Galletta (1999), Extending the Technology Acceptance Model to Account for Social Influence: Theoretical Bases and Empirical Validation, Proceedings of the 32d Annual Hawaii International Conference on System Science.
  23. Mcalister, L., and E. Pessemier (1985), "Variety seeking behavior: An interdisciplinary review," Journal of Consumer Research, 23(1), 311-322.
  24. Moore, G. C., and Benbasat, I. (1991), "Development of an instrument to measure the perceptions of adopting an information technology innovation", Information Systems Research, 2(3), 257-264.
  25. Nunnally, J.C. (1978) Psychometric theory, 2nd Edition, McGraw-Hill, New York.
  26. Raju, P. S. (1980), "Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior", Journal of Consumer Research, 7(3), 272-282. https://doi.org/10.1086/208815
  27. Samjong KPMG Economic Research Institute (2016), Trend Analysis of Overseas Direct Purchase: Reverse Direct Purchase Beyond Foreign Direct Purchase, ISSUE MONITOR.
  28. Seo, Young Soo and Lee, Seung Sin (2014), "A study on consumer satisfaction and willingness to recommend by the Innovation Diffusion Theory: Comparison on different technology adoption stages of smartphones", Consumption Culture Research, 17(1), 89-111. https://doi.org/10.17053/jcc.2014.17.1.005
  29. Shim, Yun Jung (2018), A Study on Factors Affecting to FinTech Service Adoption Using the UTAUT Model, (Doctoral Dissertation), Seoul: Konkuk University.
  30. Shin, Hyun-Sik (2010), "Moderating Effects of Personal Innovativeness on the Relationship between Perceived Usefulness, Subjective Norm and Intention to Use Mobile Internet", The Journal of Information Systems, 19(3), 209-236. https://doi.org/10.5859/KAIS.2010.19.3.209
  31. Siekpe, J. S. (2005), "An examination of the multi dimensionality of the flow construct in a computer-mediated environment", Journal of Electronic Commerce Research, 6(1), 31-43.
  32. Simonson, I. (1990), "The effect of purchase quantity and timing on variety-seeking behavior", Journal of Marketing Research, 27(2), 150-162. https://doi.org/10.2307/3172842
  33. Sommer, L., & Haug, M. (2011), "Intention as cognitive antecedent to international entrepreneurship-Understanding the moderating role of knowledge and experience", Management Journal, 7(1), 111-142.
  34. Song, Byung-Chul and Kim, Wan-Min (2018), "How the Technological Acceptance Factors influence the User's Acceptance and Behavioral Intentions using the Unified Technology Theory of Acceptance - Case of Korean Medical Device Products", Journal of North-east Asian Cultures, 1(54), 49-62. https://doi.org/10.17949/jneac.1.54.201803.004
  35. Statistics Korea (2020), Available from http://kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=385947(December 16, 2020)
  36. Suk, Kwan-Ho, Lee, Ji-Heon (2010), "Predicted versus Experienced Satisfaction When Consumers Seek Variety", Journal of Consumer Studies, 21(1), 181-199.
  37. Szajna, B. (1996), "Empirical Evaluation of the Revised Technology Acceptance Model", Management Science, 42, 85-92. https://doi.org/10.1287/mnsc.42.1.85
  38. Taylor, S. and P. A. Todd (1995), "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research, 6(2), 144-176. https://doi.org/10.1287/isre.6.2.144
  39. Thompson, R. L., Higgins C. A. and Howell J. M., (1991), "Personal Computing: Toward a Conceptual Model of Utilization", MIS Quarterly, 15(1), 125-143. https://doi.org/10.2307/249443
  40. Venkatesh V. and Davis F. D. (2000), "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies", Management Science, 46(2), 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  41. Venkatesh V. and H. Bala (2008), "Technology Acceptance Model 3 and A Research Agenda on Interventions," Decision Sciences, 39(2), 273-315. https://doi.org/10.1111/j.1540-5915.2008.00192.x
  42. Venkatesh V., J.Y. Thong and X. Xu (2012), "Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology," MIS quarterly, 36(1), 157-178 https://doi.org/10.2307/41410412
  43. Venkatesh, V., (2000), "Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model," Information System Research, 11(4), 342-365. https://doi.org/10.1287/isre.11.4.342.11872
  44. Venkatesh, V., Morris, M. G., Davos, G, B., and Davis, F. D. (2003), "User acceptance of information technology: Toward a unified view", MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  45. Wang CL., (2008), "Entrepreneurial Orientation, Learning Orientation, and Firm Performance", Entrepreneurship Theory and Practice, 32(4), 635-657. https://doi.org/10.1111/j.1540-6520.2008.00246.x
  46. Yang, Yoon, Choi, Hun-Hee (2002), "The Effect of Mood and Product Category on Consumer Variety Seeking and the Effect of Mood and Variety Seeking Tendency on Information Searching Behavior," The Korean Journal of Advertising, 13(3), 71-102.
  47. You, Jae Hyun You and Park, Cheol (2010), "A Comprehensive Review of Technology Acceptance Model Researches", Entrue Journal of Information Technology, 9(2), 31-50.
  48. Zeithaml, V. A., Berry, L. L., and Parasuraman, A. (1996), "The behavioral consequences of service quality", Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251929