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Keywords: Need for interaction
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Journal Articles
Journal of Research in Interactive Marketing (2024) 18 (1): 38–53.
Published: 07 September 2023
... interactivity, positively affect CS. SP partially mediates the influence of AI stimuli on CS. Customer traits such as customers' need for interaction (NFI) and novelty seeking (NS) actively moderate the mediating effects of SP. Originality/value This study advances the interactive marketing literature from...
Journal Articles
Journal of Research in Interactive Marketing (2017) 11 (3): 214–231.
Published: 14 August 2017
...Hyun-Joo Lee Purpose The purpose of this study was, first, to link interpersonal-hedonic values, intuitive-experiential thinking style, external locus of control (LOC) and sociability to the need for interaction with a retail employee; and, second, to empirically test the moderating effect...
