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http://dx.doi.org/10.14400/JDC.2014.12.8.147

Exploring Korean Collegians' Social Commerce Usage: Extending Technology Acceptance Model with Word-of-Mouth and Perceived Enjoyment  

Joo, Jihyuk (Depart. of Journalism & Communication, Far East University, School of Communication, Northen Arizona University)
Publication Information
Journal of Digital Convergence / v.12, no.8, 2014 , pp. 147-155 More about this Journal
Abstract
Social commerce is a combination of social media and shopping. Social commerce, based on Web 2.0 technologies, has the various potentials, which is the factor attracting customers. In Korea, collegians are more active user of social media, in turn, are estimated more active customer in social commerce context. Present research explored what made Korean collegians use social commerce with extending technology acceptance model(TAM) with word-of-mouth(WOM) and perceived enjoyment(PE). We found that WOM affected indirectly the intention to use(ITU) with mediating PE, in turn, PE has a positive effect on the all of constructs in TAM. Accordingly, TAM extended with WOM and PE is validated in social commerce context. Finally, based on the findings, implications and suggestions for future studies are discussed.
Keywords
Social Commmerce; Technology Acceptance Model; Word-of-Mouth; Perceived Enjoyment;
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