호텔상품판매 소셜커머스 이용자들의 수용태도가 신뢰 및 사용의도에 미치는 영향 : 확장된 기술수용 모델을 중심으로

Today, e-commerce provides customers with a broad range of benefits. Especially, social commerce service spreads due to development and popularization of Social Network Service(SNS) technology, and the hotel industry begins to sell hotel deals via social commerce. In early days, mostly four-star hotels sold their deals via social commerce, but recently five-star hotels begin to make their way into social commerce field. Although five-star hotels were reluctant to launch into this field until recently, for various reasons, excessive competitions had them start to launch. So, when hotel deals are sold in social commerce, there is a need to observe closely how the customers perceive that circumstance and how they behave accordingly. Thus, this study conducted a research using extended Technology Acceptance Model which understands customers’ behavior toward technology acceptance in the process of selling hotel deals in social commerce. The research was conducted targeting the 315 samples who had experiences of purchasing hotel deals in social commerce and the collected data were analyzed by SPSS 18.0 and AMOS 18.0 programs. The analysis shows that information quality, innovativeness and social influence are all significant, which are parts of the factors used as the expansion variable. In addition, the reputation and the scale of a hotel organization also have a significant influence on the formation of confidence. This study is regarded as meaningful in terms of trying specified expanding the existing Technology Acceptance Model and utilizing the confidence variable as the intermediate variable in Technology Acceptance Model.