확장된 기술수용모델을 적용한 중국 베이비붐 세대의 모바일 인스턴트 메신저 사용의도에 관한 연구 : 웨이신(WeChat)을 중심으로

Abstract

WeChat is used actively by Chinese baby boomers without exception. Chinese baby boomers, who were born between 1962 and 1975, have reached 20% of China’s total population.BR The technology acceptance model (TAM) is a very effective information system theory that suggests when users are presented with new technology, perceived usefulness & perceived ease-of-use and other factors influence their decision about how and when they will use it.BR This study aims to investigate the factors of Chinese baby boomers consumers’ intention to use MIM and the cause-and-effect relationship among those factors, which is based on the extended TAM and focused on WeChat. The results of this study are summarized as follows.BR First, the subjective norm has a statistically significant positive effect on perceived usefulness & perceived ease-of-use. Second, the system quality has a statistically significant positive effect on perceived usefulness & perceived ease-of-use. Third, the perceived usefulness & perceived ease-of-use have a statistically significant positive effect on intention to use MIM. However, the personal innovation does not have a statistically significant positive effect on perceived usefulness and perceived easiness.BR The results showed that when compared to other groups, Chinese baby boomer consumers had a higher degree on perception of social pressure. And it also suggested that technical superiority of WeChat played an important role in Chinese baby boomer consumers’ intention to use WeChat. However, according to the results that showed the personal innovation of Chinese baby boomer consumers does not have a statistically significant effect on perceived usefulness & perceived ease-of-use, Chinese baby boomer consumers are likely to have a psychological burden on changes of information technology because they behave more practically and conservatively in consumption. Therefore, more consumer information and education programs should be provided for baby boomer consumers.