earticle

영어

There are lot of studies on EC (electronic commerce), and VC (virtual community). The analysis of information systems (IS) usage based on TAM (technology acceptance model) has proven to be successful across almost online service contexts. Previous studies have focused on only an
area (i.e., EC or VC). In addition, little research has tried to analyze the relationship between VC and EC. The effect of some factors on user intention, captured through several theories such as TAM, has been demonstrated. Yet, few studies have explored the salient relationships of virtual
community users’ EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective in view of the additional contributions of trust in the service provider and trust in members on some factors that affect EC and VC adoption. In this extension, we applied TAM-to-TAM model, and analyzed the transfer effect of trust between these TAMs. The research model was empirically tested on the context of a social network service. Our result showed that trust transfer plays a key role in forming the two
adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online service.