블로그 사용자의 세분화와 전자상거래에 미치는 영향에 관한 연구

초록

Blogs that allow two way communications are open to the public more than 20 million sites these days. The study tries to categorize and classify blogs based on the common representative factors. As blogs are changing dynamically, the study also tries to figure out key factors either for growing or perishing dynamics. The study develops the research idea from the independent variables such as contents factors and psychological factors to the controlling factors such as trust, attitude, and purchasing intention. The research found out that opinion leading and information seeking tendency are significantly related to the attitude to the internet shopping mall.

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