원문정보
초록
영어
Nowadays, social network service has become quite popular. Millions of people are spending hours on it every day. Marketers start to pay attention to it and regard it as a marketing tool. We are not surprised to see advertisement on Facebook or Twitter, and there also some companies doing affiliating marketing with these SNS. Since using SNS as a marketing tool is relatively low cost, it is a good marketing tool especially for those e-tailers. However, it is still not quite clear how e-tailers can use it to enhance people’s intention to purchase. Previous studies on SNS are mainly about what factors attract people to use SNS and based on Technology Acceptance model. This study is mainly built on the Unified Theory of Acceptance and Use of Technology (UTAUT), analyzing how performance expectancy, perceived trust, social influence, and interactivity influence people’s intention to visit the e-tailer’s website through SNS and their intention to purchase. A comparative study is conduct both in South Korea and China since SNS widely used as well as online shopping environment in these two countries are quite different.
목차
I. Introduction
II. Literature Review
2.1 The Unified Theory of Acceptance and Use of Technology (UTAUT) and Social Network Service (SNS)
2.2 Vancl: the Great Success of E-tailer using SNS
III. Research Model and Hypothesis
3.1. Research Model
3.2. Research Hypotheses
IV. Research Method
4.1 Operational Definition and Measurement
4.2 Sampling Design and Data Collection
V. Data Analysis
5.1 Demographic Characteristics of Samples
5.2 Validity, Reliability, and Model fit
5.3 Hypothesis Testing and Implications
VI. Conclusion
References