Perception and Reality, Their Intertwined Relationship: Is Consumers’ Use of the Internet Affected By Their Attitude Towards It?

In this study, we used a single source data that consists of both web-log and a survey data to explore consumers’ attitude towards Internet on their actual behavior. We classified consumers into different groups according to their positive and negative attitude towards the Internet and investigated its actual online behavior.



Citation:

Jong-Youn Rha, A-young Choi, Bohan Lee, and Sangman Han (2015) ,"Perception and Reality, Their Intertwined Relationship: Is Consumers’ Use of the Internet Affected By Their Attitude Towards It?", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 331-331.

Authors

Jong-Youn Rha, Professor, Seoul National University, Korea
A-young Choi, Research follow, Sungkyunkwan University, Korea
Bohan Lee, Master Student, Seoul National University, Korea
Sangman Han, Professor, Sungkyunkwan University, Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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