Earticle

초록

영어

Theories on users’ prior adoption of shopping agents employing personalization technology should reflect users’ affective factors as well as cognitive beliefs in accordance with the technology’s essential traits. Therefore this study aims to explain users’ adoption of shopping agents considering cognitive and affective factors centered on trust. In particular, to this end, users’ familiarity with shopping agents and the information overload provided by them will be taken into account at the same time. In the meantime, in adopting shopping agents, some users have the purpose of improving the current status in order to obtain satisfactory results and conditions, while others have the motive to sustain the current goal in order to prevent unwanted
conditions from occurring. Accordingly, users’ behavior of adopting shopping agents was explained by applying regulatory focus theory in order to reflect their adopting motives.

목차

Abstract
 Introduction
 Theoretical Backgrounds
  Prospect theory
  Regulatory Focus
 Research Model
  Cognitive Trust and Emotional Trust
  Familiarity, Information Overload and Emotional Trust
  Emotional Trust and Intention to Adoption
 Methodology
  Measurements
  Participants and Grouping check
 Analysis and Results
  Measurement Model
  Structural Model
 Discussion and Results
 Reference

저자

• Namho Chung [ College of Hotel & Tourism Management, Kyung Hee University ]

참고문헌