EFFECTS OF COLLECTIVISM ON ACTUAL S-COMMERCE USE AND THE MODERATING EFFECT OF PRICE CONSCIOUSNESS

Title
EFFECTS OF COLLECTIVISM ON ACTUAL S-COMMERCE USE AND THE MODERATING EFFECT OF PRICE CONSCIOUSNESS
Author(s)
이경탁Kim, Sanghyun[Kim, Sanghyun]Noh, Mijin[Noh, Mijin]Garrison, Gary[Garrison, Gary]
Keywords
TECHNOLOGY ACCEPTANCE MODEL; INDIVIDUALISM-COLLECTIVISM; INTRINSIC MOTIVATION; INTERNET; ADOPTION; DETERMINANTS; ORIENTATION; INFORMATION; PERCEPTIONS; PERFORMANCE
Issue Date
201308
Publisher
CALIFORNIA STATE UNIV
Citation
JOURNAL OF ELECTRONIC COMMERCE RESEARCH, v.14, no.3, pp.244 - 260
Abstract
Social media has become increasingly popular over the past few years and is continuing to flourish throughout the world. Its rise in popularity and use is propelling user-generated content on commercial websites facilitating the online buying of goods and services referred to as social commerce (s-commerce). This study examines the effects of collectivism and price consciousness on consumers' intention to use s-commerce using the Technology Acceptance Model (TAM) as the theoretical framework. We test and analyze the research model and related hypotheses using structural equation modeling. The results from a survey of 375 s-commerce users indicate that preference, reliance, norm acceptance, and goal priority (dimensions of collectivism) had significant effects on the perceived usefulness of s-commerce and that price consciousness had significant moderating effects on the relationships between perceived usefulness/perceived ease of use and individuals' intention to use s-commerce. A discussion of the research findings and implications for practitioners and researchers is included.
URI
http://hdl.handle.net/YU.REPOSITORY/29194
ISSN
1526-6133
Appears in Collections:
경영대학 > 경영학과 > Articles
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