ScholarWorks@숙명여자대학교

초록

This study aims to analyze user responses to the image search function, which is connected to mobile shopping service. Based on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study assessed the effects of performance expectation, effort expectation, and social influence variables on attitude toward the technology and behavioral intention to use the technology. In addition, moderating effects of innovative propensity, persuasion knowledge, and trust were verified. Our results confirmed the significant effects of performance expectation and social influence variables on attitude toward the technology, as well as those of facilitating conditions on acceptance intention. It was also revealed that the moderating effects of persuasion knowledge and trust were statistically significant, whereas that of innovative propensity was not significant. Based of these results, the potential of the image search function as a new tool and platform of mobile advertising has been proven as positive. Practical implications from our results also suggest that such an attempt can be further helpful to consumers, small businesses, and portal sites that provide search results.

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