부산대학교 도서관

Abstract and Key Results▪ A central tenet of relationship marketing is that exchanges can be classified on a continuum ranging from episodic transactions to relational exchanges embedded in social bonds.▪ The aim of this study is to assess whether the unique transacting properties of the Internet (e.g., interactivity, connectivity) promote or hinder the development of exchange relationships.▪ The study reveals that exchanges conducted in unregulated cyber-markets are invested with similar expectations and norms regarding cooperative behavior as more traditional marketplace exchanges.