Keywords: Shopping experience
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Journal Articles
Journal of Enterprise Information Management (2013) 26 (4): 444–471.
Published: 19 July 2013
..., an ethnographic approach based on direct observations was felt appropriate as this would offer a visual unbiased view of the processes involved in the shopping experience. Secondly, it was felt that it would be appropriate to support these findings with semi‐structured interviews. The data was clustered...

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