하이테크 인터넷 쇼핑몰에 대한 구매의도 분석

Abstract

ABSTRACT

A Study on Purchase Intention in the High-tech Internet Shopping Mall

Zhang Yuan fan Major in marketing Dept. of business administration The Graduate school Hanyang University

As the Internet has emerged as an inseparable part of our lives, the market for on-line businesses has expanded at an exponential speed. While a great deal of academic research about internet shopping malls is being carried out, the research about internet shopping malls dealing with High-tech products are stayed merely at the early stage. Hence this study prepared stronghold ground and verified if the TAM which used to explain the use of information system and also found out which characteristics of the consumers lead them to use internet shopping mall to purchase High-tech products. To attain these objectives, the theory of perceived risk and the technology acceptance model (hereunder TAM) which are related to the adoption of existing IT were defined and the strengths, and limits of each model were discussed. And by developing new model, combining well known TAM, introduced by David (1986), with individual characteristics, and with perceived risk, these models were analyzed with actual proof. Results show, firstly, that the perception of usefulness and ease of use of TAM effected positively on the user’s intention of purchase. It could be interpreted that users recognized buying High-tech products at home through the internet without any efforts is convenient and useful and whole shopping processes are easy and simple for themselves. Secondly, individual characteristics, such as self- efficacy, internet skills, internet technology/ personal innovativeness which used as external variables and have influences on TAM generally effected on user’s perception of usefulness and ease of use. The more experienced to use internet, the more confident to follow whole shopping processes, the more developed skills they have regarding information system and the more personal innovativeness they have for technology, the more they recognize that it’s useful to use internet shopping mall for High-tech products. Since this study was carried out by the actual-proof analysis in the consumer’s point of view who actually buying the products, not in the High-tech corporation’s point of view to apply TAM and TPB to the internet shopping malls dealing with High-tech products, the results could be used as a good marketing data for the enterprises which sells High-tech products, in analyzing consumer’ behavior patterns.