13 The Customer Involvement in E-Commerce 2.0
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- Ris (Zotero)
- Reference Manager
Regarding to the existing researches and analysis of cases, the customer involvement is the key point in E-commerce 2.0. With the application of the exploratory factor analysis, we develop a scale of the customer involvement in E-commerce. Based on the scale, we extend the customer involvement theory to seven dimensions in E-commerce area.