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Keywords: Technology adoption propensity (TAP)
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Journal Articles
Unveiling the path to brand engagement: unleashing the power of perceived advantage and technology adoption
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (11): 3206–3224.
Published: 24 March 2025
...Shu-Ning Zhang; Chih-Hsing Liu Purpose This study explores the relationship between perception of advantage, technology adoption propensity (TAP), technology readiness and brand engagement in the context of non-fungible token (NFT) adoption. Design/methodology/approach Through empirical...
