학술논문
중국 모바일 SNS에서 관시 신뢰가 온라인 구전에 미치는 영향에 관한 연구 - 모바일 SNS 사용특성의 매개효과를 중심으로
A Study on the Effect of Circle Trust on Online WOM in Chinese Mobile SNS - Focusing on Mediating Effect of the Operational Performance
A Study on the Effect of Circle Trust on Online WOM in Chinese Mobile SNS - Focusing on Mediating Effect of the Operational Performance
Document Type
Article
Text
Text
Author
Source
상업교육연구, 06/30/2015, Vol. 29, Issue 3, p. 85-102
Subject
Language
Korean
ISSN
1229-8867
Abstract
This study is focusing on Mobile SNS in China, and it tries to understand how circle trust influence the operational performance of Mobile SNS and the online Word-of-mouth. For this empirical study surveying the author selected samples of Chinese customers who are still using Mobile SNS. As the result, the circle trust has positive effects on the online WOM. The circle trust has positive effects on the level of operational performance of Mobile SNS like Information Sharing and Personal Interaction. In addition, the dimension of operational performance of Mobile SNS like Information Sharing and Personal Interaction has positive effects on the online WOM.