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Keywords: Consumer conformity
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Journal Articles
Journal of Research in Interactive Marketing (2022) 16 (1): 82–100.
Published: 09 November 2021
... are mediated by technology self-efficacy. Next, a moderating variable (perceived consumer conformity) is added in the path between technology self-efficacy and the preference for contactless service. The hypotheses are tested among 142 Gen Z and 137 Millennial respondents. Findings The results show that M...
