How Long Tail and Trust Affect Online Shopping Behavior: An Extension to UTAUT2 Framework

@inproceedings{Singh2017HowLT,
  title={How Long Tail and Trust Affect Online Shopping Behavior: An Extension to UTAUT2 Framework},
  author={Mahendra Singh and Yoshiki Matsui},
  year={2017}
}
This research aims at understanding the effect of long tail and trust on the customer motivation behind online shopping use. In this research, we adopt the Extended Unified Theory of Acceptance and Use of Technology2 (UTAUT2) and expand with two additional constructs “long tail effect” and “trust” to understand whether these two key factors influence the customer motivation to choose online channels for shopping. Research was conducted in Japan for two product categories i.e. airline ticket and… CONTINUE READING

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