초록 열기/닫기 버튼
This study investigates how technology acceptance and social influence factors have an influence on social commerce usage. The technology acceptance factors include the perceived usefulness, ease of use, and subjective norm, and social influence factors include the bridging and bonding relationship. In order to analyze the study empirically we collected 388 data from college ages and analyzed it using PLS(Partial Least Squares) of structured equation models. The findings in this study are as follows. The first finding shows that the perceived usefulness, bonding relationship, and subjective norm have a statistically significant effect on the intention to use social commerce. The second finding demonstrates that the effect of technology acceptance factors and social influence factors on social commerce usage intention are varied from the innovator/early adopter, early majority, and late majority/laggard group.
