If nothing else, the controversy surrounding the ruling highlights the distrust of "behavioral targeting" schemes used by online advertisers, including Google, Microsoft and AOL, to better understand users' intentions online.
From a theoretical perspective, this research intends to provide a theoretical foundation by extending the theory of reasoned action into a more specific context of predicting consumers' purchase intention of online mass-customized athletic shoes and other types of online mass-customized products.
Through research on the use intention of online financial products such as Yuebao, this study provides ideas, references, and theoretical guidance for the development of future online financial services, along with ideas for creating innovative financial products from traditional financial institutions.
Hypothesis 6: Perceived risk has a significant negative impact on use intention of online financial products.
Hypothesis 7a: Trust has a significantly positive impact on use intention of online financial products.
This proves that entrepreneurial attitude orientation model also works for determining and building students intention toward online business (Ismail et al. 2013).
Hence, the following hypothesis is proposed: Hypothesis 6: Perceived risk has a significant negative impact on use intention of online financial products.
Thus, exploration of the use intention of online financial products from the perspective of utility is more consistent with the adoption behavior of financial products in the online financial scenario.
Furthermore, college students' attitude and purchase intention of online mass-customized athletic shoes were positively influenced by their friends and family members, which provided further suggestions on positioning this product category.
The present study integrated the face value and validity period of coupons into a model that determines customer satisfaction and repurchase intention in online tourism and hospitality service recovery.
