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Abstract:
Politeness pertains to business success, but relevant issues in virtual contexts obtained limited attention from both practitioners and researchers. This research work proposed a multidimensional structure for modelling politeness in virtual commercial contexts, and then developed an instrument for measuring perceived politeness in online commercial footholds accordingly. Furthermore, confirmatory factor analysis was applied to confirm the structural fitness of the second-order, 6-factor model, and investigate the reliability and construct validity of the factors and items in the measurement model. Besides its practical applications in virtual storefront administration, this research sets a stage for further related studies in the future.
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