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Keywords: Point leaderboard
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Journal Articles
Reward me or charity: The impact of mobile e-commerce platforms' loyalty programme reward types on participation intention
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2023) 35 (9): 2122–2144.
Published: 04 January 2023
... is performed. Findings LP participation intention with altruistic rewards is significantly stronger than that with self-oriented rewards. Perceived value plays a complete mediating role in the impact of reward type on participation intention, while a point leaderboard plays a positive moderating role...
