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Keywords: Online game
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (9): 2282–2299.
Published: 20 February 2023
.../approach Online game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM). Findings Collaboration product...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2020) 32 (6): 1286–1304.
Published: 11 November 2019
...Tianyang Lou; Yuning Zu; Ling Zhu Purpose The purpose of this paper is to investigate impact of playing motivation on team member selection (TMS) in online games specifically related to Massively Multiplayer Online Role-playing Game environment. Design/methodology/approach A self-administered...
