Understanding Purchase Intention in O2O E-Commerce: The Effects of Trust Transfer and Online Contents
Abstract: The purpose of this research is to examine the effects of trust transfer and online contents on purchase intention in the online-to-offline e-commerce. A partial least squares based structural equation model was utilized to test the framework of causality and a series of multivariate analy...
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| Autores principales: | , |
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| Lenguaje: | English |
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Universidad de Talca
2021
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| Acceso en línea: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762021000200107 |
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