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http://dx.doi.org/10.5762/KAIS.2017.18.8.181

A Study on User Acceptance Model of uTradeHub Service Based on Unified Theory of Acceptance and Use of Technology  

Song, Sun-Yok (Distribution Management, Hyejeon College)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.8, 2017 , pp. 181-189 More about this Journal
Abstract
This study examines whether the variables used in the Unified Theory of Acceptance and Use of Technology(performance expectancy, effort expectancy, social influence, and facilitating conditions) is applicable to continuous usage of uTradeHub at a time of expansion in the use of uTradeHub. In addition, the role of user satisfaction(mediating effect) and CEO support(interaction effect) in the relationship is identified attempting to provide basic data to help uTradeHub management strategy establishment. A total of 101 valid responses collected through questionnaires were used for empirical analysis(using SPSS 24.0), and the results are as follows. First, for the effect of the integration technology acceptance factor on user satisfaction(H1), only performance expectancy, effort expectancy, and social influence were significant, but facilitating conditions was not significant. Second, for the effect of user satisfaction on the continued use of uTradeHub(H2), there was a significant result. Third, the mediation effect on verification of user satisfaction(H3) was full where performance expectancy, effort expectancy, and social influence prompted continuous usage through user satisfaction. Fourth, for interactive effect verification of CEO support(H4), an interaction effect was shown only in the influence relationship of performance expectancy and social influence on user satisfaction.
Keywords
Continuos Usage; Effort Expectancy; Facilitating Conditions; Performance Expectancy; Social Influence; uTradeHub; UTAUT;
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Times Cited By KSCI : 1  (Citation Analysis)
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