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The role of web-forum in knowledge sharing and its impacts on consumer’s purchase intention in e-marketplaces
August 31, 2012 Editor 0
Forums and discussion boards are generally used for communication and knowledge sharing. Forums are virtual places where people can get involved in the topics of their interests. In any particular e-marketplace sites, forums are used to facilitate members’ interaction and communication about product and service experiences, as well as to create trusting environment. Based on social cognitive theory (SCT) and trust theory, this study investigated the relationships between self-efficacy of forum users and trust, as well as between trust and their behavioural intentions. The results reveal many significant relationships between variables in the conceptual model.
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