Unveiling The Contingent Role of Hedonic Value in Predicting The Purchase Intention E-commerce Shopping
his research was conducted to determine the impact of utilitarianivalue and effort expectancy towards purchaseiintention. In addition, our research also examined how hedonic value moderate utilitarian value. This research was a quantitative approach with using 150 respondents of Shopee's users....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Brawijaya
2023-01-01
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| Series: | Profit: Jurnal Administrasi Bisnis |
| Subjects: | |
| Online Access: | https://profit.ub.ac.id/index.php/profit/article/view/2673 |