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Keywords: Scenario experiment
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (4): 987–1006.
Published: 28 October 2024
... knowledge as a moderator and investigates variances in VCC outcomes between Generation Y and Generation Z consumer groups. Design/methodology/approach An empirical study involves a scenario experiment and a questionnaire answered by 596 Chinese consumers in 2023. Partial least squares structural...
