Abstract
The purpose of this study was to analyze the perceived value and continuous use intention by conducting the study with the Value based Adoption Model (VAM). A convenience sampling method was applied among customers in Busan area who had the experience to use CJ membership service. This study used SPSS 20.0 and AMOS 20.0 to conduct frequency analysis, reliability analysis, confirmatory factor analysis, hypotheses testing on model, influence relation of structural model. Among all suggested hypotheses, several hypotheses were significantly supported as follows: First, Usefulness of benefit and security risk of sacrifice affect on perceived value. Second, Usefulness of benefit and security risk of sacrifice affect on continuous use intention. Third, Perceived value affect on continuous use intention. As a result of the study, usability and security risks are the most important factors in the perception and intention of continuous use of member service users.
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