Will you stay or will you go the effects anthropomorphism presence and the marketing mix have on retail app continuance use intention
Retail applications (or retail apps) have emerged as a game-changer to complement and enhance the consumer purchase experience. Responding to calls of prior research, this study used the Two-factor Theory to understand how hygiene (i.e., anthropomorphism presence-AP) and motivation factors (i.e., ma...
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| Format: | Article |
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Elsevier
2021
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