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A Study on the Acceptance Attitude of Social Commerce by Food Product Consumers: Applying Extended TAM

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2014, 38(10), pp.57-79
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

현용호 1 Kim, Yong-Il 2 Jang-Hyeon Nam 3 kim-yoonsook 4

1대구가톨릭대학교
2한국관광공사 지역협력팀
3경북대학교
4조선대학교

Accredited

ABSTRACT

This research explores the effects of technical and individual characteristics on the perceived usefulness and ease of use as well as user satisfaction of social commerce in the purchasing food service. In order to perform this study, a research model including technical characteristics (information quality, system quality, service quality), individual characteristics (self-efficacy and involvement) is proposed. A total of 324 questionnaires were distributed from May 15th to June 30th, 2013, of which 302 questionnaires could be used. The results of this study are as follows: Firstly, information quality had a positive effect on perceived usefulness and ease of use. Secondly, system quality had a positive effect on perceived usefulness and ease of use. Thirdly, service quality had a positive effect on perceived ease of use, but had no effect on perceived usefulness. Fourthly, self-efficacy had a positive effect on perceived usefulness and ease of use. Fifthly, involvement had a positive effect on perceived usefulness but had no effect on perceived ease of use. Sixthly, ease of use had a positive effect on perceived usefulness. Finally, perceived ease of use had a positive effect on user satisfaction while perceived usefulness did not affect user satisfaction.

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