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社交网络属性对电子商务消费者信任的影响分析 被引量:6

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摘要 本文采用结构方程模型,根据调查数据检验了社交网络属性对电子商务消费者信任的影响。结果显示,社交网络各项属性总体上对电子商务消费者信任有明显的正向影响。对此,文章基于卖家、买家和电子商务平台三个方面,提出了促进电子商务消费者信任的对策建议。
作者 杨玉洁
出处 《商业时代》 北大核心 2014年第25期67-69,共3页 Commercial
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