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Keywords: Attitude
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Journal Articles
IIM Ranchi Journal of Management Studies (2022) 1 (2): 108–123.
Published: 15 April 2022
... to explore their impact on buying attitudes toward behavior. Design/methodology/approach In this study, a model has been conceptualized to examine the influence of hedonic and utilitarian motivational values along with perceived usefulness and perceived ease of use on actual buying behavior under...
