B2C 글로벌 전자상거래 플랫폼 특성이 지속적 사용 의도에 미치는 영향

Abstract

Due to the development of digital and information technology and network, electronic commerce, which is traded electronically, overcomes the spatio - temporal limitations of traditional markets and develops new virtual markets and global markets. Due to the development of the Fourth Industrial Revolution, new technologies are being applied in various fields, and e-commerce companies are also attempting to integrate with new technologies to enhance competitiveness and provide better services. As global e-commerce, which users search and purchase directly through various app sites and flat products, has become commonplace, studies on the characteristics of these changed e-commerce flat products have been actively conducted in order to enhance the competitiveness of these global e-commerce companies, to understand consumer behavior intentions, and to secure the management performance of e-commerce companies.

There are many studies on the effect of the characteristics of the e-commerce flat product on the consumer's intention to use and the effect of the characteristics of the flat product on the consumer's perceived ease of use and perceived usefulness, but the B2C global e-commerce flat product characteristics have little effect on the intention to use through the perceived ease of use and perceived usefulness. Therefore, the purpose of this study is to investigate the effects of the characteristics of flat products on the intention to use consumers through the technology acceptance model, focusing on B2C global e-commerce.

First, the effect of the economics, reliability, and interactivity of the characteristics of flat products on the intention to use is to be considered. Second, the effects of perceived usefulness and perceived ease of use on intention to use are analyzed. Third, the effects of the characteristics of flat products (economics, reliability, and interactivity) on the intention to use through perceived usefulness and perceived ease of use were examined.

In order to achieve the purpose of this study, previous studies on the characteristics of flat products, intention to use, and technology acceptance model were systematically organized using domestic and foreign related papers, professional books, and periodicals. In the light of the purpose of this study through the summarized previous studies, the research model and the research hypothesis were presented and the hypothesis was verified through empirical analysis using the collected questionnaires.

This study conducted a survey of 260 experienced users of B2C e-commerce flat products from March 25, 2023 to April 3, 2023 and conducted online. A total of 243 questionnaires were analyzed using a statistical analysis program, excluding 17 questionnaires with poor responses. SPSS and AMOS statistical programs were used to analyze the data collected in the survey, focusing on users who have experienced using B2C e-commerce platforms, and the effect relationship between each variable was verified.

First, the demographic characteristics of the survey sample are identified by conducting statistical analysis with SPSS. Second, the reliability is grasped by analyzing and calculating the reliability by securing the validity by conducting exploratory factor analysis such as economical efficiency, reliability, interactivity factor, use intention, technology acceptance model. Third, Pearson's Factor Analysis is used to analyze the correlation between factors such as flat product characteristics, intention to use, and technology acceptance model. Fourth, the hypothesis of this study is verified by grasping the influential relationship between the variables used in hypothesis verification through structural equation modeling and multiple regression analysis.

The results of the study are summarized as follows. First, the characteristics of B2C global e-commerce platforms have a positive effect on continuous use intention. Second, the characteristics of B2C global e-commerce platforms have a positive effect on perceived ease of use. Specifically, economics, reliability, and interactivity, which are characteristics of B2C global e-commerce platforms, all positively affect perceived ease of use.

Third, the characteristics of B2C global e-commerce platforms have a positive effect on perceived usefulness. Specifically, economics, reliability, and interactivity, which are characteristics of B2C global e-commerce platforms, all positively affect perceived usefulness.

Fourth, the results of the effects of the technology acceptance model on the continuous use intention showed that the perceived ease of use had a positive effect on the continuous use intention, but the perceived usefulness had no positive effect on the continuous use intention.

Fifth, perceived ease of use had a mediating effect on the characteristics of B2C global e-commerce flat products and continuous use intention. Specifically, perceived ease of use had a mediating effect on the relationship between economic efficiency and reliability and continuous use intention, but perceived ease of use did not have a mediating effect on the relationship between interactivity and continuous use intention.

Sixth, perceived usefulness was found to play a mediating role in the characteristics of B2C global e-commerce flat products and continuous use intention. Specifically, perceived usefulness had a mediating effect on the relationship between economics and reliability and continuous use intention, but perceived usefulness did not have a mediating effect on the relationship between interactivity and continuous use intention