id: 06089682
dt: a
an: 06089682
au: Chae, Seong Wook; Seo, Young Wook; Lee, Kun Chang
ti: Exploring human brands in online shopping: an eye-tracking approach.
so: Pan, Jeng-Shyang (ed.) et al., Intelligent information and database
    systems. 4th Asian conference, ACIIDS 2012, Kaohsiung, Taiwan, March
    19‒21, 2012. Proceedings, Part III. Berlin: Springer (ISBN
    978-3-642-28492-2/pbk). Lecture Notes in Computer Science 7198. Lecture
    Notes in Artificial Intelligence, 10-18 (2012).
py: 2012
pu: Berlin: Springer
la: EN
cc: 
ut: human brand; human brand attachment; product type; eyetracking; trust
ci: 
li: doi:10.1007/978-3-642-28493-9_2
ab: Summary: Trust plays a critical role in facilitating transactions in the
    online shopping environment. Accordingly, various methods have been
    considered to enhance customer trust. Human branding has received
    increased attention and played a vital role in business in recent years
    because it has great impacts on our daily life and consumption. The
    purpose of this paper is to investigate the effect of applying human
    brands in an online shopping environment with an emphasis on product
    type and human brand attachment. The study combines the eye-tracking
    technique with a self-reported questionnaire to gain a deeper
    understanding of the effect of human branding in the online shopping
    process. The results showed that both the product type and level of
    human brand attachment have significant influences on a customer’s
    visual attention as well as perceived trust towards the product.
rv: