확장된 통합기술수용모델을 활용한 중국 온라인 패션 플랫폼 소비자 행동 연구 - MZ세대를 중심으로 -

Abstract

The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generationconsumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether sat-isfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The researchresults can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ con-sumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitatingconditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention touse online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese GenerationMZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was con-firmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effectof satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. Thisresearch, which proposes a research model explaining the usage intention and behavior of online fashion platforms basedon UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usageintention and the final usage behavior from the general consumer's perspective, has academic significance.