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Keywords: Subjective norm
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (4): 1138–1160.
Published: 10 May 2019
... responses collected from 909 online shoppers from India. Findings The paper empirically shows that there is a significant influence of attitude, convenience, customer service and subjective norm on the female consumer’s intention to buy online. Customer service acts as the most crucial factor...
