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http://dx.doi.org/10.14400/JDC.2015.13.3.107

Extending Technology Acceptance Model with Social Influence on Korean College Students' Social Commerce Context  

Joo, Jihyuk (Dept. of Journalism & Communication, Far East University, School of Communication, Northern Arizona University)
Publication Information
Journal of Digital Convergence / v.13, no.3, 2015 , pp. 107-115 More about this Journal
Abstract
The social commerce is an innovative and emerging transaction. It is the result of combination with transaction and social media technology. This study analyzes Korean college students' social commerce behavior through extending technology acceptance model(TAM) with social influence(SI). We confirmed all proposed hypotheses are significant and supported by the given data through PLS path modeling method with SmartPLS. It indicates that SI is an important factor influencing intention to use, so SI should be consider for theorists to enhance explanation and prediction of TAM and for practitioners to earn higher performances as well. Finally, based on the findings, suggestions for future studies are discussed.
Keywords
Social Commerce; Technology Acceptance Model; Social Influence; PLS Path Modeling; SmartPLS;
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