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22대 대한민국 국회 국회정보길라잡이 국회의원검색
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Drawing from social exchange theory and flow theory, we investigate the antecedents of consumer trust in the context of multi-channel retailing. This study examines the impact of channelintegrated interaction, flow experience, and anticipatory value-inuse on positive word-of-mouth and trust. This study adopts a survey research design, administering questionnaires via WhatsApp groups and Facebook. A total of 305 respondents completed the questionnaire and resulting 207 processable responses. Structural equation modelling was performed to test the hypothesized model.

We report the significant contribution of flow experience and anticipatory value-in-use as a psychological mechanism that create the consumer trust and positive WOM in the context of online shopping. The influence of integrated interaction and flow experience on consumer trust mediated by anticipatory value, furthermore consumer trust mediates the effect of anticipatory value-inuse on positive WOM. The findings significantly contribute to the multi-channel literature and flow theory by demonstrating the critical role of flow experiences and anticipatory value in determining consumer trust and positive WOM.

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기사명 저자명 페이지 원문 목차
Developing the indexical-iconic food authenticity scale Sean Lee, Vanessa Quintal, Ian Phau p. 34-52
Trust-building factors of service quality and the impact of trust on commitment and referral intentions for B2B IT service vendors Dae Hwan Kwon, Erin Cho p. 53-70
Apologizing for online service failures : how does the use of emojis have an impact on customer forgiveness? Jie Cai, Yoonseo Park p. 1-33
Investigating perceived integrated interaction on e-commerce : how omnichannel experiences drive flow, anticipatory value, trust, and positive WOM Akram Harmoni Wiardi, Basu Swastha Dharmmestha, Bernardinus Maria Purwanto p. 71-108
(An) S–O–R model perspective on e-commerce : personalization, hedonic motivation, and customer experience driving e-satisfaction and repurchase intention in a developing country Nguyen Thi Cam Le, Nguyen Thi Tra Phuong, Adam Voak p. 109-140
Evolution of salesperson motivation research : a bibliometric analysis Claire Huiyoung Cha p. 141-175

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