소셜커머스의 가입속성이 펜션 운영자의 지각된 위험과 가입의도, 가입행동에 미치는 영향에 관한 연구 : 기업가정신의 조절효과

초록

The purposes of this study were to analyze; (1) the effect of social commerce joining factor on perceived risk, (2) the effect of perceived risk on joining intention, (3) the effect of social commerce joining factor on joining intention, (4) the effect of joining intention on joining behavior, and (5) whether entrepreneurship will have a moderation effect on the relationship between joining intention and joining behavior. In order to analyze a conceptual model, this study was conducted with pension operators who are joining social commerce. A total of 357 valid data were analyzed by structural equation modeling., First, cost factor of social commerce joining factor negatively affected financial risk, and brand factor of social commerce joining factor positively affected financial risk. Second, financial risk negatively affected joining intention. Third, cost factor of social commerce joining factor negatively affected joining intention, and brand factor of social commerce joining factor positively affected joining intention. Fourth, joining intention did not affect joining behavior. Fifth, innovative and risk-taking of entrepreneurship had a partial moderation effect on joining intention and joining behavior. Sixth, financial risk had a partial moderation effect on social commerce joining factor, financial risk, and joining intention. Therefore, this study contributes to the advancement of social commerce research and suggests a coexistence model of social commerce for pension operators to increase sales.

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