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

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

Hyoungkoo Ha, Erin Cho

언어ENG
URLhttps://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)

키워드

AI Trustworthiness Standards Brand Trust Purchase Intention Consumer Awareness

저자

Erin Cho(The Hong Kong Polytechnic University, Hong Kong)
Hyoungkoo Ha(Seoul Business School at aSSIST University, Republic of Korea)

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