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Keywords: Reference group
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2011) 15 (3): 278–290.
Published: 12 July 2011
.../approach A convenience sample of 158 undergraduate female students completed surveys. The final questionnaire consisted of four scales that measured shopping motivation, reference group influence, perceived product risk, and perceived transaction risk. Findings When compared with the imitation product...

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