This study confirms that consumers’ beliefs and perceived value influence significant on their attitudes and behaviors toward online shopping. While perceived risk serves as a negative moderator that can inhibit the influences of consumers’ perceived value on their attitude and approach behavior, social influence is regarded as a positive moderator.
|主出版物標題||Developments in Marketing Science|
|主出版物子標題||Proceedings of the Academy of Marketing Science|
|出版狀態||Published - 2015|
|名字||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
All Science Journal Classification (ASJC) codes