The study of the effects and consequences of perceived website attitude
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چکیده
The main objective of this paper is to comprehend that exists between consumer values and perceived website attitude and consequences. 482 experienced Internet users of B2C online shopping in Taiwan. Empirical results indicated that both consumer values positively influenced on perceived trust and both negatively influenced on perceived risk of the website. For consequent variables, perceived trust both positively influenced on purchase intention; perceived risk negatively influenced on purchase intention. Furthermore, results showed that the perceived risk was an important moderating role.
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تاریخ انتشار 2010