Earticle

초록

영어

This paper aims to improve understanding a new type of e-commerce called “social shopping” and examine the relationship among social network, trust in a website, trust in product recommendation, and intention to purchase products. The results showed that social network has positives effects on trust in a website, trust in product recommendation, and intention to purchase products. Trust in a website has a positive effect on trust in product recommendation. Trust in product recommendation has a positive effect on intention to purchase products but trust in a website does not. Thus, trust in product recommendation will play an important role in online consumers’ transaction intention.

목차

Abstract
 서론
 연구방법
 실증분석
 결론

저자

• 정기한 [ 경상대학교 경영대학 경영학과 교수 ] 제1저자
• 김원종 [ 경상대학교 대학원 경영학과 박사과정 ] 공동저자
• 신재익 [ 경남과학기술대학교 상경대학 전자상거래학과 교수 ] 교신저자

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