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Keywords: Switchover
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (10): 2721–2748.
Published: 30 August 2022
... variables underlying that switchover process. Design/methodology/approach This study identifies and tests the key factors that motivate the user-provider transition by introducing the spillover effect from the proenvironmental literature into collaborative practices and using four experimental designs...
