Factors of Consumer's Priority Preference Channel Choice Based Global Retail Environmental Changing in Online Retail Channel: T-Commerce Retail Channel
Authors:   Asia-Europe Perspective Association, Sul Bong-Sik , Ro Young-Ok , Cho Joong-Hwan 
Published: June 2018

The present study, rather than predicting problems in terms of general viewpoints in a proactive manner, aims at analytically investigating, through surveying and empirical analysis, the demand forecast including use intention on T-Commerce as well as change in consumption after incorporation of T-Commerce and its route of preference by consumers.
The basic modeling for the study stems from technology acceptance model(TAM), which is deemed greatly useful in accounting for use behavior of computer technology and information technology, while empirical analysis is conducted in a way that firstly adopts 7 preassumed variables(routes) whose feasibility were verified--to wit, usefulness, easiness, quality aspect of system, immediate connectivity, amusement, product perception and user satisfaction--and then sets more detailed sub-variables. To testify validity in the preset hypotheses, correlation analysis among those variables along with structural equation model are implemented and the results induced are broadly analyzed.
As a result of empirical analysis over the research hypotheses, all routes except for easiness were selected with statistical significance by having positive effect on user satisfaction, where the highest variable attributable for affecting users is system quality followed by usefulness, amusement, product perception and immediate connectivity, respectively.
The highest score of system quality selected was then detailed for verification based on sub-variables, the result of which showed that settlement security and speed to provide user service be most highly attributable for fulfilling satisfaction. Meanwhile, the in-depth analysis on the second-scored variable of usefulness evidenced that such sub-variables as time-saving setting for shopping and benefit of purchase through T-Commerce be closely relevant to user satisfaction. Likewise, the analysis of the third scored amusement variable emphasized that fulfillment of intellectual curiosity and pleasure be mostly influential to user satisfaction, and the variable of product perception as the fourth factor implied that diversification in product composition be more preferred rather than price and quality attributes in products. The last-positioned variable of immediate connectivity showed that it must be secured to the extent regardless of connection time and space in order to satisfy users.
However, the variable of easiness that had been deemed comparatively important in other researches was proven rejected, which meant that, as for T-Commerce, easiness is not the key route for selection, but the trifling post factum route with little significance statistically.
As can be seen in local study literature and in overseas success cases, to invigorate T-Commerce, it is required to distribute DCATV and STB(Set-Top-Box) in competitive prices for popularization as the basic infra-net for constructing the digital broadcasting handheld environment.
The result as above is suggestive that merely theoretical or superficial dependence on marketing not through practical analysis on users might give rise to serious trial errors or misled policy-making.
T-Commerce is obviously expected to grow as typical tool of distribution inclusive of online retail segment in the future, and it must be kept in mind that online consumption behavior by users shows eye-popping change into digitalized thought.
Amidst the rapidly-shifting conversion of broadcasting and wireless telecommunications exemplified by the compulsory implementation of digital broadcasting together with T-Commerce around 2013, which accordingly promises accelerated growth, the present study might be utilized in an attempt to draw out user-based administrative strategies and plans.