인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
개인구독
소속 기관이 없으신 경우, 개인 정기구독을 하시면 저렴하게
논문을 무제한 열람 이용할 수 있어요.
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록·키워드
The purpose of this study is to investigate the relationship among social network characteristics(perceived ability, perceived integrity, and perceived critical mass), trust in a website, trust in product recommendation, and purchase intention. It is also to examine the moderating effects of gender and purchase experience. Appropriate measures were developed and tested on 159 respondents of Gyeongnam province in South Korea with a cross-sectional questionnaire survey. The path relationships of the research model was analyzed by structural equation modeling(SEM) using AMOS 18.0. The results revealed that first, social network characteristics have positive effects on trust in a website, trust in product recommendation, and purchase intention. Second, trust in a website has a positive effect on trust in product recommendation, but trust in a website does not affect purchase intention. Third, trust in product recommendation has a positive effect on purchase intention. Lastly, the moderating effect of gender in the relationship between social network and purchase intention, and the moderating effect of purchase experience in the relationship between social network and trust in product recommendation were significant at p＜0.05. Thus, the managers of social shopping should focus on vitalizing social network characteristics to enhance purchase intention through trust in a website and trust in product recommendation.
본문·목차
인공지능 문자 인식 모델을 통해 추출된 텍스트로, 일부 오타나 오류가 포함될 수 있으나 지속적으로 개선 중입니다.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
오류를 발견하셨다면 해당 부분을 드래그한 후 ' 를 통해 신고해주세요.
최근 본 자료 전체보기
UCI(KEPA) : I410-ECN-0101-2017-323-001147450
