Click It Or Not? The Effect Of Providing Information Of The Unknown'S Trustworthiness And Discovering Hidden Relationship On Risk-Taking Behavior

Young Seog Yoon,Hyun-Woo Lee

2016 INTERNATIONAL CONFERENCE ON INFORMATION AND COMMUNICATION TECHNOLOGY CONVERGENCE (ICTC 2016): TOWARDS SMARTER HYPER-CONNECTED WORLD（2016）

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摘要

This study explores the effect of providing information of unknown trustee's trustworthiness and discovering hidden relationship on consumer behavior of clicking unidentified URL. Analysis results show consumers are more likely to click the URL when that information is given. Various theoretical and practical implications are discussed.

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关键词

Trust,trustworthiness,perceived risk,FOAF,social relation

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