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http://dx.doi.org/10.5762/KAIS.2014.15.1.61

A Study of the Factors influencing User Acceptance of Social Shopping based on Social Network Service  

Hwang, Hyun-Seok (Division of Business, Hallym University)
Lee, Xintao (Division of Business, Hallym University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.1, 2014 , pp. 61-71 More about this Journal
Abstract
Recently social shopping, combining e-Commerce with Social Network Service, become a brand-new eBusiness model. In this paper, we aim to identify the structural relationship of the factors affecting the intention of using social shopping. Reviewing the previous works of social shopping, internet shopping and TAM (Technology Acceptance Model), we extract factors affecting the intention of using social shopping and build a structural research model among these factors. To analyze the structural relationship among theses factors, we perform an empirical study - gathering data from a survey and analyzing gathered data using EFA (Exploratory Factor Analysis) and SEM (Structural Equation Model) to identify the structural relationship. We also analyze moderating effect of past experience of social shopping and gender. As a result, We also can find that two factors - Perceived usefulness and Expected enjoyment - are the key factors influencing acceptance of social shopping and that more segmented strategies are required to attract customers since factors affecting Intention to use are somewhat different according to past experience and gender of respondents.
Keywords
Social Shopping; User Acceptance; Extended Technology Acceptance Model; Structural Equation Modeling;
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Times Cited By KSCI : 3  (Citation Analysis)
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