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Keywords: Utilitarian
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Journal Articles
Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement
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Journal of Fashion Marketing and Management: An International Journal (2016) 20 (4): 487–506.
Published: 03 October 2016
..., yet of limited academic research to date. Design/methodology/approach Through 18 in-depth qualitative interviews, utilitarian stimuli was identified as primary motivating factor to attract customers to shop for fashion garments through m-commerce retail apps. Findings Results from thematic...
