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Conference Paper
Click it or not? the effect of providing information of the unknown's trustworthiness and discovering hidden relationship on risk-taking behavior
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- Authors
- Young Seog Yoon, Hyun-Woo Lee
- Issue Date
- 2016-10
- Citation
- International Conference on Information and Communication Technology Convergence (ICTC) 2016, pp.1170-1175
- Publisher
- IEEE
- Language
- English
- Type
- Conference Paper
- Abstract
- This study explores the effect of providing information of unknown trustee's trustworthiness and discovering hidden relationship on consumer behavior of clicking unidentified URL. Analysis results show consumers are more likely to click the URL when that information is given. Various theoretical and practical implications are discussed.
- KSP Keywords
- Consumer behavior, Risk taking, practical implications