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This paper studied the key factors influencing consumer purchase decision on infant milk powders under the context of e-commerce. In recent years there have been several scandals exposed about Chinese milk powders, causing major concerns among consumers and scholars. Meanwhile, e-commerce is fast developing in China, this study is aimed to understand what are the key factors influencing the consumer...
This study contended that the largest difference between continuance intention and general behavior intention depends on the existence of satisfaction with the confirmation of the ex post expectations about the products or services. The factors of attraction of online game design, trust, perceived risk, and social motives were proposed to have associations with both satisfaction with and continuance...
Consumers' involvement in online shopping can exert a moderating role when explaining the effect of a Web site's characteristics on satisfaction and trust. This study proposes a set of hypotheses on the basis of the elaboration likelihood model (ELM) of persuasion, a classical background for explaining the formation of the individual's attitudes throughout the use of central or peripheral cues. Although...
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