Will you stay or will you go the effects anthropomorphism presence and the marketing mix have on retail app continuance use intention

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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Bibliographic Details
Main Authors: Lim, Xin Jean, Cheah, Jun Hwa, Ng, Siew Imm, Kamal Basha, Norazlyn, Soutar, Geoff
Format: Article
Published: Elsevier 2021
Online Access:http://psasir.upm.edu.my/id/eprint/93594/

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