Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Type of Attachment of e-commerce Users Impact on the Intention to Accept Technology

e-커머스(e-commerce) 이용자의 애착유형이 기술수용의도에 미치는 영향

  • Choi, Jun-seok (Division of Big Data & Content Convergence, Namseoul University) ;
  • Kim, Seong-jun (Division of Big Data & Content Convergence, Namseoul University) ;
  • Kwon, Do-Soon (Division of Liberal Arts, Chungwoon University)
  • 최준석 (남서울대학교 빅데이터컨텐츠융합학과) ;
  • 김성준 (남서울대학교 빅데이터컨텐츠융합학과) ;
  • 권두순 (청운대학교 교양대학)
  • Received : 2021.03.16
  • Accepted : 2021.04.20
  • Published : 2021.04.28
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Abstract

The e-commerce industry using mobile or web is growing rapidly, and the emergence of various platform services is causing innovative changes in the e-commerce industry. This study aims to identify the attachment types of e-commerce users and to demonstrate the relationship between the PPerceived Usefulness, and Perceived Ease of Use by TAM. In order to empirically verify the research model of this study, a survey was conducted on ordinary people with experience using e-commerce and path analysis was conducted by using PLS to analyze its Internal consistency, Confirmatory factor analysis, Discriminant validity and Goodness-of-fit verification. As a result, a significant relationship between Perceived Stability, Perceived Usefulness, and Perceived Ease of Use was identified, could verify the association with the TAM and Acceptance Intention.

모바일 또는 웹을 활용한 e-커머스 산업은 빠른 성장세에 있으며, 다양한 플랫폼 서비스 출현으로 e-커머스 산업은 혁신적인 변화를 일으키고 있다. 본 연구는 e-커머스 이용자들의 애착유형요인들에 대해 파악하고 이들 요인이 지각된 사용용이성과 지각된 유용성에 기반한 기술수용모형(Technology Acceptance Model)에 얼마만큼의 영향을 미치는지와 수용의도 간의 인과관계를 실증 연구함으로써 e-커머스 서비스에서 효과적이고 효율적인 발전방안을 제시하고자 한다. 본 연구의 연구모형을 실증적으로 검증하기 위해 e-커머스를 이용한 경험이 있는 일반인들을 대상으로 설문조사를 실시하였으며 PLS(Partial Least Squares)를 활용한 내적 일관성, 확인적 요인분석, 판별 타당성, 적합도 검증을 통해 경로분석을 실시하였다. 그 결과, 지각된 안정과 지각된 유용성 및 지각된 사용용이성 간의 유의미한 인과관계를 확인해 볼 수 있었으며 TAM과 수용의도와의 연관성을 검증해 볼 수 있었다.

Keywords

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