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, product selection, attitude toward site and net benefit have been suggested. In order to test hypotheses, structural equation …-commerce web sites, it is found that attitude toward site plays mediator role in the effect of risk perception and benefit …
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Purpose – The purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators. Design/methodology/approach – In total, 578 valid samples were collected via an online survey....
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