The Purchase Decision Factors of Consumers Using T-commerce by Big Data Analysis

Purpose: The purpose of this study was to analyze the characteristics of purchase behavior of consumers using T-commerce through big data analysis and prior research, and the relationship between purchase decision factors, trust, user satisfaction, and repurchase intentions. Then, strategic implications were suggested for the development of the T-commerce industry. Research design, data, and methodology: A survey was conducted on 210 consumers using T-commerce. An exploratory factor analysis and reliability analysis were performed to confirm reliability and validity. And mediated regression analysis was conducted to test hypothesis applying Hayes’s Model 4. Results: The results revealed that ease of use and enjoyment had a significant effect on trust for consumers, but economical efficiency and usefulness did not. Moreover, i n terms of user satisfaction, it w as s hown that e ase of use, enjoyment, economical efficiency, usefulness, and trust all had a significant effect. The mediating effect of trust was confirmed in the relationship between ease of use, enjoyment, and user satisfaction. For purchase intentions, ease of use, enjoyment, economical efficiency, usefulness and trust all had a significant effect, and the mediating effect of trust was confirmed only in ease of use and enjoyment. Implications: Since economical efficiency, ease of use, enjoyment, usefulness, and trust directly affect the purchase intention of T-commerce customers, it is necessary to establish a marketing strategy that can improve the perception of T-commerce customers about these purchasing decision factors. In particular, customer trust in T-Commerce directly or indirectly affects purchase intentions, so it is necessary to pursue various strategies to secure trust.