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Keywords: Task-technology fit
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (6): 1465–1502.
Published: 29 October 2024
...–organism–response (SOR) and the task-technology fit (TTF) frameworks to understand the factors that affect individuals’ intentions towards AI customer service adoption in Malaysia. Design/methodology/approach The study utilised a survey-based research approach to investigate the factors that affect...
