Utilize este identificador para referenciar este registo:
http://hdl.handle.net/10071/29622
Autoria: | Vilas Boas, A.F. Guerreiro, J. Marques, C. |
Data: | 2019 |
Título próprio: | Online business-to-business communication and online relationship: The mediator role of trust |
Título e volume do livro: | Proceedings of the 48th EMAC Conference |
Título do evento: | 48th EMAC Annual Conference |
Referência bibliográfica: | Vilas Boas, A.F., Guerreiro, J., & Marques, C. (2019). Online business-to-business communication and online relationship: The mediator role of trust. Proceedings of the 48th EMAC Conference. EMAC. http://hdl.handle.net/10071/29622 |
ISBN: | 978-3-9821146-0-6 |
Palavras-chave: | B2B Personalised content Interactive content Online relationship Confiança -- Trust |
Resumo: | The main purpose of this study is to examine the influence of online personalised content and interactive content communication on online relationship through trust as an affective mediator in a Business-to-Business (B2B) context. A quantitative research approach was conducted using structural equation modelling and a sample of B2B reseller market of information technology in Portugal. Results indicate that online communication influences positively online relationship through trust. Interactive content has a strong influence on trust, whereas the personalised content revealed a weak relationship with trust and, indirectly, with online relationship. Trust has an important role in the relationship as it is a full mediator. In addition, the interactive content is more influential than the personalised content in building and maintaining online relationships in the B2B reseller market. |
Arbitragem científica: | yes |
Acesso: | Acesso Aberto |
Aparece nas coleções: | BRU-CRI - Comunicações a conferências internacionais |
Ficheiros deste registo:
Ficheiro | Tamanho | Formato | |
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conferenceObject_60268.pdf | 633,57 kB | Adobe PDF | Ver/Abrir |
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