부산대학교 도서관

Web 2.0 technologies have created numerous opportunities for the production of User-Generated Content(UGC). This phenomenon influences online retailers since its easily accessible information could greatly affect the online consumption decision. UGC is Web 2.0-based, and is defined as an emerging Internet information resource creating and organizing method. It is still regarded as an innovative product, which is facing the problem of user acceptance. The model of current study is developed based on Technology Acceptance Model(TAM), User Satisfaction of Information System and Service Quality theory. According to TAM, perceived usefulness(PU) and perceived ease of use(PEOU) directly influence individual's behavioral intention (BI); and UGC quality, as external variables of perceived usefulness and perceived ease of use, indirectly influence BI. This study adopted Structural Equation Modeling (SEM) to validate the proposed conceptual model. The main conclusions are as follows: 1) The antecedents include accuracy, timeliness, completeness, originality, interactivity and availability. To further explanation, accuracy, timeliness, completeness and originality are variables relate to internal characteristics of UGC quality. And interactivity and availability are variables relate to external characteristics of UGC quality. Based on our findings, all of the UGC qualities had a positive effect on PEOU and PU. 2) our findings consistent with the previous researches of TAM. That is to say, PEOU had a positive effect on PU, PEOU and PU significantly influenced behavioral intention.