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Keywords: Purchase intention
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Journal Articles
Journal:
The Electronic Library
The Electronic Library (2017) 35 (3): 472–493.
Published: 05 June 2017
... equation model is proposed to investigate and identify key factors that drive the purchase intention of experienced mobile readers. In the theoretical model, utilitarian value (UV) and hedonic value (HV) are supposed as formative second-order constructs formed by related payoff. Findings Both UV and HV...
