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Keywords: Transaction experience
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Journal Articles
International Journal of Event and Festival Management (2025) 16 (2): 129–147.
Published: 21 February 2025
...Ruoyuan Wang; Chung-Shing Chan Purpose This study investigates how the perceived value of payment methods affects the transaction experience at the Christmas market and how this experience influences consumer willingness to pay. Additionally, this study examines the mediating role of transaction...
