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http://dx.doi.org/10.14400/JDC.2015.13.7.99

Understanding Korean College Students' Social Commerce Behavior through an Integrated Model of Technology Readiness, Technology Acceptance Model, and Theory of Planned Behavior  

Joo, Ji Hyuk (Depart. of Journalism & Communication, Far East University / School of Communication, Northern Arizona University)
Publication Information
Journal of Digital Convergence / v.13, no.7, 2015 , pp. 99-107 More about this Journal
Abstract
When new information communication technologies(ICTs) have appeared, researchers and praticitioners have explored how to spread the technologies. In e-commerce, social commerce has been introduced recently and attempts to understand social commerce have proposed diverse research models. This study proposed a hypothetical model which integrates technology readiness(TR), technology acceptance model(TAM), and theory of planned behavior(TPB). Through PLS path modeling, we found that every hypothesis except social norm-intention path alone proved significant. This result means that integrated model is useful to understand the adoption of new ICTs including social commerce. Finally, based on the findings, suggestions for future research were discussed.
Keywords
Social Commerce; Technology Readiness; Technology Acceptance Model; Theory of Planned Behavior; integrated model; PLS path Modeling;
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Times Cited By KSCI : 3  (Citation Analysis)
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