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.
이 논문의 연구 히스토리 (4)
2015
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Purchasing t hrough I nternet s hopping m all h as m ore u ncertainty c ompared w ith o ffline s hopping m all. Previous studies have presented that trust plays a role of reducing uncertainty and increasing purchasing intention. In this study, we suggest that third-party assurance and word-of-mouth contribute to the formation of trust. In addition, we also propose that ease of product evaluation plays moderating roles in the relationships between third-party assurance, word-of-mouth and trust. For this study, we collected sample data from two groups consisting of online shoppers purchasing the search goods and experience goods categorized by type of ease of product evaluation. Empirical results show that word-of-mouth and third-party assurance have different effects on trust in two groups. The third-party assurance has a stronger impact on trust in online shopping group of the search goods than in the experience goods, while word-of-mouth in the online community has a stronger impact on trust in online shopping group of the experience goods than in the search goods. We expect that this result will provide researchers and managers who are interested in trust formation factors in online shopping mall with useful theoretical and practical implications.
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참고문헌 (100)
참고문헌 신청
Aaker, J. L. / 1997 / Dimension of brand personality / Journal of Marketing Research 34:347~356
Aiken, D. K. / 2004 / Building Internet Trust : Signaling Through Trustm arks / International Journal of Internet Marketing and Advertising 1(3):1~17
Ahuwalia, R. / 2000 / Consumer Response to Negative Publicity: The Moderating Role of Commitment / Journal of Marketing Research :16~28
Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16(1):74~94
Beck, U. / 1992 / Rick Sciety: Towards a New Modernity / Sage Publications
Aiken, D. K. / 2004 / Building Internet Trust : Signaling Through Trustm arks / International Journal of Internet Marketing and Advertising 1(3):1~17
Ahuwalia, R. / 2000 / Consumer Response to Negative Publicity: The Moderating Role of Commitment / Journal of Marketing Research :16~28
Bagozzi, R. P. / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16(1):74~94
Beck, U. / 1992 / Rick Sciety: Towards a New Modernity / Sage Publications
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