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논문 기본 정보

자료유형
학술저널
저자정보
Kwahk, Kee-Young (School of Management Information Systems, College of Business Administration, Kookmin University) Ge, Xi (Graduate School of Business IT, Kookmin University) Lee, Jeong-Min (Graduate School of Business IT, Kookmin University)
저널정보
한국경영정보학회 Asia pacific journal of information systems Asia pacific journal of information systems 제22권 제2호
발행연도
2012.1
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1 - 20 (20page)

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In recent years, C2C e-commerce has become more and more popular in China. Chinese C2C buyers use an instant messaging more commonly during transactions compared to other countries, which seems to be an interesting phenomenon. Based on the Chinese market, this study aims to examine the role of instant messenger in the C2C e-commerce context and to find how it impacts buyers' purchase intentions. In addition to use of instant messenger, we brought in two antecedents of purchase intention-trust for vendor and customer satisfaction-to establish a theoretical research model. Through an online questionnaire survey, we tested and analyzed the research model and its related hypotheses. Structural equation modeling was used to analyze the data, and the results indicated that use of instant messenger did not directly influence purchase intention but had positive effects both on trust for vendor and customer satisfaction, which in turn influenced purchase intention. In conclusion, we discussed the research findings and suggested some implications for researchers and practitioners.

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