CAJ | 학술논문

以技术接受模型为基础，以移动社交支付应用为研究对象，根据研究情景进行模型拓展，加入网络外部性、感知娱乐性、社会影响三个变量，根据变量间的关系构建研究模型并使用SmartPLS软件检验。研究表明，产品感知（感知有用性、易用性、娱乐性）、社会影响和网络外部性是影响用户行为的重要因素；网络外部性与用户感知（感知有用性、易用性、娱乐性）和行为意向正相关；社会影响对感知有用性、感知易用性、网络外部性和行为意向影响显著；感知易用性与感知娱乐性正相关。
이기술접수모형위기출，이이동사교지부응용위연구대상，근거연구정경진행모형탁전，가입망락외부성、감지오악성、사회영향삼개변량，근거변량간적관계구건연구모형병사용SmartPLS연건검험。연구표명，산품감지（감지유용성、역용성、오악성）、사회영향화망락외부성시영향용호행위적중요인소；망락외부성여용호감지（감지유용성、역용성、오악성）화행위의향정상관；사회영향대감지유용성、감지역용성、망락외부성화행위의향영향현저；감지역용성여감지오악성정상관。
Based on the technology acceptance model ,this paper takes the mobile social payment application as the research object ,extending the model with three variables‐network externality ,perceived entertainment and social influence .According to the relationship between the variables ,the research model is constructed and detected using SmartPLS .The results show that perceived usefulness、perceived ease of use、perceived entertainment、social influence and network externality are important factors that affect users'behavior;effect of network externality on the perceived usefulness ,perceived ease of use、perceived entertainment and behavior intention is significant ;social influence influences perceived usefulness ,perceived ease of use、network externality and behavior intention ;perceived ease of use influences perceived entertainment .