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Keywords: Personalization
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Journal Articles
Journal:
Journal of Indian Business Research
Journal of Indian Business Research (2018) 10 (2): 208–231.
Published: 05 February 2018
... of personalization as a moderator is further investigated. Design/methodology/approach A descriptive research approach was adopted, and responses were gathered from 252 mobile shopping application users in India, using an online survey. The variance-based partial least square structural equation modelling...
