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Keywords: Cultural values
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Journal Articles
Millennials' online perceptions: the role of cultural characteristics in creating e-loyalty
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Aslib Journal of Information Management (2022) 74 (6): 1031–1047.
Published: 11 March 2022
...Jie Li; Junaid Ul Haq; Sajjad Hussain Purpose Millennials, a cohort of young consumers, are the primary group of shoppers via e-commerce. This study aims to identify Chinese individual cultural values in millennials and examine the role of perceived shopping (hedonic and utilitarian) values...
