KOREASCHOLAR

EFFECTS OF RESIDENTIAL MOBILITY ON TRUST IN THE DIGITAL CONSUMPTION CONTEXTS

Jeonghwa Seo, Sujeong Hong, Hakkyun Kim, Sangdo Oh
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/423124
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.1055-1056
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research investigated how residential mobility affects consumers' trust in digital consumption environments (e.g., online shopping). Due to today's digitalization, consumers' trust in digital environments is treated as important. However, work has yet to be explored that the trust of digital environments can differ depending on residential mobility. This article highlights key findings from the relationship between residential mobility and trust in digital environments. Trust in digital environments may vary depending on residential mobility. As a result of the data analysis, the lower the residential mobility, the lower the trust in digital environments, while the higher the residential mobility, the higher the trust in digital environments.

Keyword
Residential mobilityTrustDigital consumption
Author
  • Jeonghwa Seo(Sungkyunkwan University, Republic of Korea)
  • Sujeong Hong(Sungkyunkwan University, Republic of Korea)
  • Hakkyun Kim(Sungkyunkwan University, Republic of Korea)
  • Sangdo Oh(Yonsei University, Republic of Korea)