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Keywords: AI integration
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Journal Articles
Understanding customers’ intentions to use AI-enabled services in online fashion stores – a longitudinal study
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2025) 42 (4): 604–632.
Published: 05 March 2025
... design and purposive sampling technique to collect a total of 566 participants. The final data were analyzed using IBM SPSS Amos version 21 software. Findings The study highlights the significance of transaction utility, trust and product uniqueness in AI integration across the customer journey (pre...
