Structural Relations among SNS Attributes, User Satisfaction, SNS Trust and Purchase Intention in Online Shopping Utilizing an Extended Technology Acceptance Model
[ABSTRACT] SNS marketing capitalizes on low co st, high return that is the characteristi c of internet based marketing. This st udy examines the relationships amon g representative SNS attributes, trust of SNS, and user satisfaction and ai ms to verify these variables' impact on purchase intention. In particular, the study incorporates the extended technology acceptance model to emp loy variables of ease of use and usef ulness, and verifies the impact of SN S attributes on trust, satisfaction, and purchase intention. The study used a total of 202 respondents and AMOS ver 20.0 statistical package for data analysis. The results are as follow; Fi rst, SNS usefulness influences SNS trust and purchase intention. Second, usefulness and playfulness both influ ence on user satisfaction. Third, SNS trust and user satisfaction both influe nce on purchase intention. The result provide new implications on the effec ts of SNS attributes for research in the field of online shopping mall.