시니어 소비자의 온라인쇼핑 이용의도의 영향요인에 관한 연구

Title
시니어 소비자의 온라인쇼핑 이용의도의 영향요인에 관한 연구
Other Titles
Antecedents of Senior Consumer Online Shopping Usage Intention
Author(s)
김상현
Keywords
Online Shopping; Senior Consumer; Technology Acceptance Model
Issue Date
201502
Publisher
한국인터넷전자상거래학회
Citation
인터넷전자상거래연구, v.15, no.1, pp.33 - 54
Abstract
As active senior consumer market emerges the most potential and promising market segment in online shopping industry, there is increasing need to understand their online shopping behavior intention in academics and online shopping industry. The purpose of this study is to find the determinants of active senior consumer behavior intention. Based on TAM(technology acceptance model) and previous researches, the research model and hypotheses are developed. The model consists of two personal characteristic variables(innovativeness, self efficacy), three perceived characteristic variables(perceived usefulness, perceived ease of use, perceived enjoyment), and behavior intention. About the relationships between personal characteristic variables and perceived characteristic variables, self efficacy’s effect on perceived usefulness and perceived ease of use and innovativeness’s effect on perceived enjoyment are confirmed. And hypotheses about perceived characteristic variables and behavior intention are also supported.
URI
http://hdl.handle.net/YU.REPOSITORY/33267
ISSN
1598-1983
Appears in Collections:
경영대학 > 경영학과 > Articles
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