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Published in 2023 at "Eastern European Economics"
DOI: 10.1080/00128775.2023.2197878
Abstract: This study uses the theory of social learning to investigate the relationship between hedonic and utilitarian motivation and e-commerce online shopping intentions. Based on a literature review, four hypotheses and eight sub-hypotheses are proposed. The…
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Keywords:
motivation commerce;
utilitarian hedonic;
commerce online;
online ... See more keywords