초록 열기/닫기 버튼
Due to the proliferation of e-commerce based on internet shopping sites and mobile commerce, the volume of transactions is rapidly increasing. The goal of this study was to investigate the influence factors affecting the purchasing decision-making of celebrity online promotional products and the moderating effect of the reliability of the shopping platform. Based on the theory of planned behavior (TPB) as the foundational theory for research, an expanded research model was presented by adding confidence in information and the shopping platform reliability variables according to the characteristics of online shopping environment. As a result of an empirical study, influencing variables such as purchasing attitude, subjective norm, perceived behavioral control, information confirmity, and platform reliability had a positive effect on purchase intention. And the reliability of the shopping platform showed a moderating effect between perceived behavioral control and information reliability variables and purchase intention. However, in the case of purchasing attitude and subjective norm, the moderating effect of platform reliability was not significant. This study presents practical and academic implications to understand the characteristics of companies and buyers that operate shopping platforms.
