Online impulse buying of tourism products: the role of web site personality, utilitarian and hedonic web browsing
Purpose – The purpose of this paper is to examine the structural relationship between web site personality, utilitarian web browsing, hedonic web browsing and online impulse buying of tourism products. Design/methodology/approach – A total of 405 valid online questionnaires were collected to empiric...
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| Format: | Article |
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Emerald Group Publishing Ltd.
2016
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