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Empirical Analysis Approach to Investigating how Consumer`s Continuance Intention to Use Online Store is Influenced by Uncertainty, Switching Cost, Offline Trust, and Individual Negative Emotion: Emphasis on Offline-Online Multi-Channels
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 Title & Authors
Empirical Analysis Approach to Investigating how Consumer`s Continuance Intention to Use Online Store is Influenced by Uncertainty, Switching Cost, Offline Trust, and Individual Negative Emotion: Emphasis on Offline-Online Multi-Channels
Jeon, Hyeon Gyu; Lee, Kun Chang;
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 Abstract
It becomes undeniable trends that offline shopping stores operate their own online shopping stores too. The multi-channel shopping stores like this allow consumers to have much choices to shop from either offline channel or online channel. This trend, however, also opens new research issues. Especially, we have found from literature survey that a new research model is necessary for more in-depth study of the consumer behavior analysis in the multi-channel trends like this, where those constructs such as offline trust, uncertainty, switching cost, and individual negative emotion are considered. It is noted, especially in the multi-channel environments, that uncertainty and switching cost need to be considered, and that individual tends to feel negative emotion much more. By relying on 406 valid questionnaires, we obtained empirical results such that switching cost and offline trust have a positive effect on continuance intention, and uncertainty tends to increase switching cost. Individual negative emotion also affects continuance intention significantly.
 Keywords
Multi-channels;Offline Trust;Switching Cost;Uncertainty;Continuance Intention;Individual Negative Emotion;
 Language
Korean
 Cited by
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