IT 서비스의 전환 수용

Adoption of Change in IT Services

Lots of research on electronic commerce (EC) and virtual community (VC) have been conducted. The analysis of information systems (IS) usage based on a technology acceptance model (TAM) has proven to be successful across almost all online service contexts. Previous studies have focused on only one area, such as EC or VC. In addition, little research has been done to analyze the relationship between VC and EC. Also, the effects of some factors on user intentions, captured through several theories such as TAM, have been demonstrated. Yet few studies have explored the salient relationships of virtual community users’ EC acceptance. To fill this gap between VC and EC research, this paper attempts to develop a research model that extends the TAM perspective to some factors that affect EC and VC adoption in view of the additional contributions of trust in the service provider and trust of members. In this extension, we propose a TAM-to-TAM model and analyze the transfer effect of trust between these TAMs. The research model was empirically tested in the context of a social network service. Our result showed that trust transfer plays a key role in connecting the two adoption beliefs. Overall, this study preliminarily confirms the salience of trust transfer in online services.