Earticle

초록

영어

This study aims to identify how the perception of trustworthiness and website atmosphere influences customer trust and website image to enhance stickiness, as well as the extent to which gender moderates the relationships between the constructs. Appropriate measures were developed and tested on 203 respondents in east provinces in China with a cross-sectional questionnaire survey. The path relationships of the research model were analyzed by structural equation modeling (SEM) using AMOS 18.0. The results confirmed that trustworthiness and website atmosphere have positive impacts on customer trust and website image. Customer trust and website image have positive impacts on stickiness. Meanwhile, the moderating effects of gender in the relationships between trustworthiness, website atmosphere and customer trust are significant. Thus, the managers should focus on trustworthiness and website atmosphere to improve stickiness through customer trust and website image.

목차

Abstract
 1. Introduction
 2. Literature Review
 3. Methodology
 4. Findings
 5. Conclusions
 References

키워드

저자

• Ki-Han Chung [ Department of Business Administration, Gyeongsang National University 501, Jinju-Daero, Jinju, South Korea ]
• Yan Qing Zhang [ Science & Technology, Qingdao University of China 99 Songling Road, Qingdao 266061 China ]
• Yu Hui Dong [ Department of Business Administration, Gyeongsang National University 501, Jinju-Daero, Jinju, South Korea ]
• Jae-Ik Shin [ Department of E-Business, Gyeongnam National University of Science and Technology, 33 Dongjin-Ro, Jinju, South Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605