CAJ | 학술논문

尽管技术接受模型应用较为广泛，但将它直接应用到网络团购意向研究中会存在一些不适之处，因此应整合技术接受模型和信息系统成功模型，建立消费者网络团购意向模型，利用调查问卷进行数据搜集，并通过PLS 结构方程软件对数据进行实证分析。研究结果发现：团购网站系统质量对消费者感知易用、感知有用以及用户满意度均产生显著正向影响作用；团购网站信息质量对消费者感知有用、用户满意度产生显著正向影响作用；社会影响对感知有用、网络团购态度、网络团购意向均产生显著正向影响作用；消费者感知易用、感知有用以及用户满意度均对网络团购态度产生显著正向影响作用；网络团购态度对网络团购意向产生显著的正向影响作用。另外，研究发现 TAM和 ISSM整合模型解释了消费者网络团购意向61．7％的变异，比仅使用技术接受模型进行消费者网络团购意向的解释程度更高。
진관기술접수모형응용교위엄범，단장타직접응용도망락단구의향연구중회존재일사불괄지처，인차응정합기술접수모형화신식계통성공모형，건립소비자망락단구의향모형，이용조사문권진행수거수집，병통과PLS 결구방정연건대수거진행실증분석。연구결과발현：단구망참계통질량대소비자감지역용、감지유용이급용호만의도균산생현저정향영향작용；단구망참신식질량대소비자감지유용、용호만의도산생현저정향영향작용；사회영향대감지유용、망락단구태도、망락단구의향균산생현저정향영향작용；소비자감지역용、감지유용이급용호만의도균대망락단구태도산생현저정향영향작용；망락단구태도대망락단구의향산생현저적정향영향작용。령외，연구발현 TAM화 ISSM정합모형해석료소비자망락단구의향61．7％적변이，비부사용기술접수모형진행소비자망락단구의향적해석정도경고。
Although the TAM is widely accepted,it’s improper to be applied directly.Therefore, this study explores the impacting factors of consumers’online group-buying intention on an integration of TAM and ISSM.We use survey method to collect data and use PLS to test research model.The results show that system quality has significant effects on perceived ease of use,the perceived usefulness and us-ers’satisfaction.Information quality has significant effects on both perceived usefulness and users’satis-faction.Social influence has significant effects on perceived usefulness,online group-buying attitude and online group-buying intention.Perceived ease of use,perceived usefulness and users’satisfaction have significant effect on online group-buying attitude.As expected,online group-buying attitude has signifi-cant effect on online group-buying intention.In addition,the study finds that the integration of TAM and ISSM explains 61 .7% of the variation of the consumers’online group-buying intention,higher than TAM only.