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Keywords: Octalysis
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Journal Articles
Leveraging gamification to enhance persuasive behaviour and streamline online product returns: an approach grounded in multiple case studies
Available to Purchase
Journal of Business & Industrial Marketing (2024) 39 (12): 2684–2698.
Published: 26 September 2024
... factors. Therefore, the study proposes a framework that combines the theory of planned behaviour and Octalysis to identify intentions to reduce product return rates in the e-commerce business. Design/methodology/approach A qualitative exploratory research design using a multiple case study-based...
