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http://dx.doi.org/10.6109/jkiice.2022.26.8.1238

The effect of e-commerce platform characteristics on users' purchasing behavior-A case study with Chinese customers  

Shang, Xiao-Li (Department of International Studies, Dong-A University)
Publication Information
Journal of the Korea Institute of Information and Communication Engineering / v.26, no.8, 2022 , pp. 1238-1247 More about this Journal
Abstract
The e-commerce market is growing faster as demand for non-face-to-face shopping increases due to COVID-19. These changes lead to the expansion of various opportunities for consumers, but companies are required to understand consumer characteristics and reflect them in their sales strategies so that they can be competitive in the market. This study examined how the perceived ease and utility of consumers affect the intention to use the platform according to the technology acceptance model (TAM). As a result, it was confirmed that the price competitiveness, awareness, and ease of use of the platform had a significant effect on the utility. In addition, it was confirmed that there was no moderating effect of user characteristics on the effect of ease of use on the platform intention. These results present important implications for a company's sales strategy, and in future studies, it is necessary to expand the study in consideration of more diverse variables.
Keywords
Platform; TAM; Ease; Utility; Intention to use;
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Times Cited By KSCI : 3  (Citation Analysis)
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