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Keywords: Technology acceptance model (TAM)
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Journal Articles
Understanding customer attitude toward advergames: an extended TAM approach
Available to Purchase
Journal:
Arts and the Market
Arts and the Market (2023) 13 (2): 94–116.
Published: 19 July 2023
... as well as semi-structured interviews. In the second step, the proposed technology acceptance model (TAM)-based model was validated by survey method through players of advergames. A total of 15 interviews were conducted in the qualitative phase and 102 completed questionnaires were analyzed in the survey...
