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Keywords: ChatGPT plus
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–18.
Published: 30 December 2025
...Nguyen-B-Ngoc Jade; Fang-Mei Tseng Purpose Subscription retention is crucial for a firm's sustained success, with the expectation-confirmation model (ECM) commonly used to explain users' intentions to maintain subscriptions. However, ECM shows limitations when applied to ChatGPT Plus, as users may...
