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중국 인터넷쇼핑몰에서 구매의도에 대한 신뢰의 매개효과에 관한 연구
서창수,백춘호,서우종,Seo, Chang-Soo,Bai, Chun-Hu,Suh, Woo-Jong 한국데이터전략학회 2007 Journal of information technology applications & m Vol.14 No.1
Recently, the growth of the Internet shopping malls around the world has been increasingly accelerated based on the great advances of IT. Nevertheless, in China the Internet shopping malls have not rewed up relatively. Therefore, this paper has a purpose to discover the factors influencing the vigor of the shopping malls in China and mechanisms on interrelationships among the factors, focusing on customers' trust. To analyze the Chinese Internet shopping mall market from a wider perspective, our research model includes the antecedents from the aspects of shopping mall quality, customer characteristics, environmental features through reorganizing comprehensively various factors considered in the previous studies, and uses customer trust as an intermediate factor and purchasing intention as a dependent factor. It is expected that the implications of this study can help Chinese government agencies related to Internet shopping malls and managers for them make decisions on their policies and strategies effectively.