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Keywords: Complement
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Journal Articles
The interaction effect on customer purchase intention in e-commerce: A comparison between substitute and complement
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Asia Pacific Journal of Marketing and Logistics (2014) 26 (3): 472–493.
Published: 03 June 2014
... in these relationships. While information richness complements both retailer brand and extended offers on customer purchase intention, extended offers may substitute retailer brand for increase in purchase intention. Research limitations/implications – A bias may exist because of the sample from an online survey...
