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한국서비스경영학회 서비스경영학회지 서비스경영학회지 제14권 제2호
발행연도
2013.6
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1 - 24 (24page)

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It is only recently that the social commerce service started receiving much attention as an alternative way of conducting e-commerce. In this study, the main research purpose is to find out whether the social commerce site``s factors (i.e., reliability, accessibility, visibility, price) affect purchase decision by appling a theoretical framework of the Theory of Planned Behavior(TPB). Second, the Theory of Planned Behavior(TPB) composed of attitude, subjective norm, and perceived behavioral control, was used to predict behavioral intention. Third, Technology Readiness Index(TRI: optimism, innovativeness, discomfort, and anxiety) was adopted as a moderating variable to verify its effects on behavioral intention. The result shows that reliability and price affected the attidue, while awareness, reliability, price significantly influenced subjective norm, and awareness, reliability and accessibility were significant factors affecting perceived behavioral control. Also it was found that consumer attitude and subjective norm influenced behavioral intention, but not perceived behavioral control. Finally, TRI was shown to have effect on the relationship between scoail commerce factors and three components of TPB to confirm its moderating role.

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