Information Asymmetry, Social Networking Site Word of Mouth, and Mobility Effects on Social Commerce in Korea

摘要: Abstract The purpose of this research is to examine the issues that affect customers' behavioral character and purchasing behavior. study proposes a hypothesis with independent variables include social presence, trust, information asymmetry, dependent variable purchase decision making, explain differentiated customer making processes in commerce (S-commerce). To prove hypothesis, positive verification was performed by focusing on mediating effects through uncertainty moderating mobility networking site word mouth (SNS WOM) variables. number studies trends has rapidly increased together market size S-commerce. However, few have examined negative make customers hesitant decisions This investigates causes focuses deducing control offset relationship. ...