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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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Purpose - This study focuses on the continuance intention of O2O fresh agricultural products e-commerce. By literature review, this paper looks through the classical theories which are often applied to study use behavior and continuance intention on the electronic commerce area. Ultimately based on the expectancy theory, Technology acceptance model, success model as well as trust model, a model of the continuance intention of fresh products O2O electronic commerce application is established. Research design, data, and methodology - Among users Chinese consumers have been chosen who have use experience as the research objects. From October 2, 2018 to November 2, 2018, 685 questionnaires in total were collected by the online release and collection. Expect for the negative questionnaires, the remaining 650 pieces of data are statistically analyzed. The collected data were firstly be analyzed by SPSS Ver. 25 on its frequency, reliability and exploratory factors. Then AMOS Ver. 25 is applied to the Confirmatory Factor Analysis, Discriminant Validity and hypothesis testing of the Structural Equation Modeling. Finally, the following research conclusions could be obtained from the hypothesis testing. Results - Firstly, in the extended IS model, quality factor for hypothesis testing, service quality, information quality and delivery quality have obviously present positive influences on satisfaction respectively. Secondly, in the hypothesis testing part of ECM-ISC model and UTAUT model, all hypotheses have presented accepted results. Especially from expectation confirmation to usefulness perception, the influence factor achieves 12.603, In the hypothesis of continuance intention, the influence factor of social influence on continuance intention is 7.748 and also it is the most remarkable one. Conclusions - The results show that the service quality of O2O fresh agricultural products e-commerce has the greatest impact on satisfaction, while the perceived usefulness of consumers has the most significant impact on O2O fresh agricultural products for sustainable use intention. This thesis makes up for the blank of O2O fresh food e-commerce for sustainable use intentions, and provides a theoretical basis for consumers' sustainable use behavior, and practical enlightenment for the sustainable development of O2O fresh agricultural products e-commerce.
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참고문헌 (39)
참고문헌 신청
Bae, B. R. / 2017 / Amos 24 structural equation modeling / Crbooks
Bahaddad, A. A. / 2017 / Evaluating M-commerce systems success : Measurement and validation of the DeLone and McLean model of IS success in Arabic society(GCC Case Study) / Journal of Business Theory and Practice 5(3):156
Bhattacherjee, A. / 2008 / Information technology continuance : A theoretic extension and empirical test / Journal of Computer Information Systems 49(1):17~26
Chen, L. Y. / 2018 / Exploring M2O Service System and Its Impact on Continuous Use Intention / International Journal of Advanced Studies in Computers, Science and Engineering 7(5):11~16
정남호 / 2014 / 문화유산관광지에서 모바일 증강현실 어플리케이션의 만족과 지속사용에 영향을 미치는 요인에 대한 연구 / 관광레저연구 26(8):55~72
Bahaddad, A. A. / 2017 / Evaluating M-commerce systems success : Measurement and validation of the DeLone and McLean model of IS success in Arabic society(GCC Case Study) / Journal of Business Theory and Practice 5(3):156
Bhattacherjee, A. / 2008 / Information technology continuance : A theoretic extension and empirical test / Journal of Computer Information Systems 49(1):17~26
Chen, L. Y. / 2018 / Exploring M2O Service System and Its Impact on Continuous Use Intention / International Journal of Advanced Studies in Computers, Science and Engineering 7(5):11~16
정남호 / 2014 / 문화유산관광지에서 모바일 증강현실 어플리케이션의 만족과 지속사용에 영향을 미치는 요인에 대한 연구 / 관광레저연구 26(8):55~72
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