VAB 모델을 기반으로 한 e-커머스 플랫폼 특성과 플랫폼 확장 서비스 이용 의도 사이의 실증연구: 네트워크 효과의 조절 효과를 중심으로

Purpose The purpose of this study is to empirically investigate impacts of e-Commerce traits on intention to use platform extended services based on Value-Attitude-Behavior(VAB) framework as well as the moderating effect of network impact as the current e-Commerce platforms provide more extended services to their customers. Design/methodology/approach The research model was developed based on the literature review and VAB framework in order to empirically investigate impacts of e-Commerce platform characteristics. The survey was conducted in order to test proposed hypotheses. 298 collected responses were analyzed for the structural equational modeling(SEM) with SmartPLS 3.0. Findings Findings show that all proposed hypotheses were supported with exception of responsiveness. Among five constructs represented as e-Commerce platform characteristics, product variety had a highest impact on platform value. In addition, this study confirmed that the variable – network effect – strength the relationship between platform attitude and intention to use extended service.