A Study on Trust Building Model in Online Shopping Mall - Focusing on Social Presence -

Kwangsoo Kim; Jusik Park

A Study on Trust Building Model in Online Shopping Mall - Focusing on Social Presence -

원문정보

온라인 쇼핑몰 신뢰형성 모형 - 사회적 실재감을 중심으로 -

Kwangsoo Kim, Jusik Park

한국마케팅관리학회 마케팅관리연구 Vol. 12 No. 3 2007.07 pp.89-109

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Abstract
I. Introduction
II. Theoretical background
  1. Nature of trust
  2. Online trust
  3. Antecedents of online trust
  4. Social presence and its antecedents
III. Research hypotheses
  1. Customization and Social presence
  2. Responsiveness and social presence
  3. Support for virtual community and socialpresence
  4. Social presence and trust
IV. Methodology and Results
  1. Methodology
  2. Results
V. Conclusion
References
요약

키워드

저자정보

Kwangsoo Kim 김광수. Professor, Dept. Business Administration, Pusan National University
Jusik Park 박주식. Full-Time Lecturer, Dept. Business Administration, Ulsan University

참고문헌

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