KOREASCHOLAR

THE EFFECT OF COMPLIANCE WITH AI TRUSTWORTHINESS STANDARDS ON PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER BRAND TRUST

Hyoungkoo Ha, Erin Cho
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442686
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.579
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
AI Trustworthiness StandardsBrand TrustPurchase IntentionConsumer Awareness
Author
  • Hyoungkoo Ha(Seoul Business School at aSSIST University, Republic of Korea)
  • Erin Cho(The Hong Kong Polytechnic University, Hong Kong)