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Keywords: Product complexity
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Journal Articles
Journal of Product & Brand Management (2024) 33 (5): 590–603.
Published: 21 May 2024
...Rambabu Lavuri; Rajendra Kumar Gopi Purpose This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing...
Journal Articles
Journal of Product & Brand Management (2018) 27 (2): 158–171.
Published: 12 March 2018
... is not always valuable; rather, it is dependent on the level of perceived complexity of the products. Design/methodology/approach The hypotheses are tested in four experimental studies using several categories of product complexity (low, medium and high). The data have been collected on young adult samples...
