The role of self-efficacy and firm size in the online advertising services continuous adoption intention: Theory of planned behavior approach
Based on the Theory of Planned Behavior (hereafter TPB), this study aimed to empirically examine the influence of attitudes, subjective norms, and perceived behavioral control on companies' online advertising services (OAS) continuous adoption intention. Additionally, the study assessed the imp...
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| Format: | Article |
| Language: | English |
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Elsevier
2023-03-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2199853123001270 |