소비자의 인터넷 쇼핑 이용의도 형성에 관한 연구 : 기술수용모델을 중심으로

This study examined determinants of Internet shopping intention based on the technology acceptance model (TAM). Specifically, we modeled that consumers' shopping orientation, innovativeness, and Internet knowledge influences perceived usefulness and ease of use of Internet shopping and these perceived usefulness and ease of use determines Internet shopping intention. From the empirical study, we found that innovativeness, convenience orientation, price sensitiveness, and experiential orientation had significant impacts on perceived usefulness. Also, Internet knowledge had a significant influence on perceived ease of use. In conclusion, marketing implications are discussed.