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중국 C2C 소셜커머스 플랫폼에서 판매자와 브랜드 신뢰가 지속적 구매의도에 미치는 영향
The Effects of Trust of Sellers and Brands on Customers' Continuous Purchase Intention in C2C Social Commerce Platform in China 원문보기

Asia-Pacific journal of business = 아태비즈니스연구, v.12 no.3, 2021년, pp.235 - 250  

항명가 (황산대학교 재무과) ,  이서영 (목원대학교 무역학과) ,  김태인 (강원대학교 국제무역학과)

Abstract AI-Helper 아이콘AI-Helper

Purpose - This study analyzed the correlation and influence between social support, trust (seller, brand), and continuous purchase intention in C2C social commerce in China. Design/methodology/approach - To test the hypothesis, SPSS and Smart PLS 3.0 statistical packages were used based on the colle...

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