소셜커머스의 지각된 가치, 자기효능감과 상호작용성이 모바일 APP앱 사용자의 태도 및 지속적 사용의도에 미치는 영향에 관한 연구

Abstract

Purpose: The combination of social e-commerce and mobile social network apps has become a common marketing strategy and an important factor influencing consumers to make purchase decisions. However, after the existing research lacks the integration of e-commerce functions, user’s in-depth exploration of user’s attitudes towards mobile social network apps and continued use intentions. In the TAM2 model, the pioneering introduction of the perceived value, self-efficacy, interactivity, and perceived ease of use of social e-commerce as the leading variables affecting user attitudes and perceived usefulness, to build a research model. Research design, data, and methodology: An empirical analysis was conducted on Korean mobile network users, through the recovery data of 489 questionnaires, and structural equation models were used to conduct hypothesis testing, analysis of the moderating effect of income level, and analysis of the mediating effect of perceived usefulness and user attitudes. Results: The results show that the perceived value and self-efficacy of social e-commerce significantly affect the perceived usefulness and user attitudes of mobile social apps; interactivity can positively and significantly affect user attitudes; and perceived ease of use has a positive effect on perceived usefulness; And through the intermediary role of perceived usefulness and user attitude, it will ultimately affect the user’s intention to continue using. In addition, the income level has a significant moderating effect on the three paths of interactivity to perceived usefulness, perceived usefulness to user attitude, and user attitude to continuous use intention. Implications: According to this study, in the mobile era, functions that can frequently introduce social commerce or affect the intention of purchasing incense through advertising exposure are gradually decreasing. It is more important to provide concise and attractive high-quality information in the content production process.