| Popis: |
This study is based on the results from the previous one. It proved that reputation, price and ease of use, entertainment are the major attributes of social commerce. Research model and hypotheses by using the trust and flow as mediator, loyalty is the dependent variable and the items as moderator. The results were as follows: First, reputation and price have positive effects on trust. Second, all attributes of social commerce have positive effect on flow, except for the ease of use. Third, the trust has positive effect on flow. Fourth, the trust and flow has positive effect on loyalty. The last, the attributes of social commerce have significant difference in trust and flow according to different products. The results of this study presented the strategic implications for operators at social commerce area. |
