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Keywords: VAM
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Journal Articles
What drives consumers to continually use food delivery apps? The moderating role of coupon proneness
Global Knowledge, Memory and Communication (2025)
Published: 20 February 2025
.... In this context, the present study has emphasized the benefits and challenges (in place of sacrifices) of using the FDA using a VAM. Another contribution of the study is that it uses coupon proneness as a moderator to explain the effect of perceived value on adoption intention (Figure 1 shows the proposed...
