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Sustainability 2015, 7(10), 13610-13630; doi:10.3390/su71013610

Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust

Department of International Trade, Inha University, Inharo100, Nam-gu, Incheon 402-751, Korea
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Academic Editor: Giuseppe Ioppolo
Received: 3 August 2015 / Revised: 22 September 2015 / Accepted: 29 September 2015 / Published: 7 October 2015
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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Abstract

Trust plays an important role between companies and customers in the online shopping environment because of the anonymous transaction environment and the advantage of virtual property. The most rapidly developing trend in Chinese e-business may come from Guanxi, a Chinese term for social trust. In this study, we define Guanxi as the dynamic trust process in the social decisions or activities of the Chinese. With increasing global attention on the outstanding development of Chinese e-business, it would be worthwhile to analyze the dynamic trust process of social e-commerce customers in close combination with the social network. The statistical results obtained using structural equation modeling (SEM) show the importance of trust in a social e-commerce context. The direct positive relationship between the components of the web marketing mix and purchase intention is partially mediated by initial trust and ongoing trust, while initial trust only partially affects purchase intention through ongoing trust. View Full-Text
Keywords: Guanxi; social trust; web marketing mix; structural equation modeling; China; e-commerce Guanxi; social trust; web marketing mix; structural equation modeling; China; e-commerce
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Choi, Y.; Jin, J. Is the Web Marketing Mix Sustainable in China? The Mediation Effect of Dynamic Trust. Sustainability 2015, 7, 13610-13630.

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