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Keywords: eWOM intention
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Journal Articles
International Journal of Quality and Service Sciences (2022) 14 (2): 180–196.
Published: 01 November 2021
... a significant moderating role between eWOM intention and online purchase intention. Practical implications Considering the effects of guanxi elements on eWOM affective attitude and online purchase intention in Chinese SC, online retailers are advised to carefully develop their marketing strategies to retain...
