Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application
Objective: This study examines the influence of hedonic and utilitarian values on perceived benefits and their impact on purchase intention by using effort expectancy as a moderating variable. Design/Methods/Approach: This study adopts a quantitative approach by employing a non-probability samplin...
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| Автори: | , , |
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| Формат: | Artigo |
| Мова: | Inglês |
| Опубліковано: |
Universitas Airlangga
2023-04-01
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| Серія: | Jurnal Manajemen Teori dan Terapan |
| Предмети: | |
| Онлайн доступ: | https://e-journal.unair.ac.id/JMTT/article/view/41398 |
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