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Keywords: Consumer attitude
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2012) 26 (1): 9–19.
Published: 17 February 2012
... by users' unwillingness to accept and use available systems. This research aims to use the concept of Reasoned Action Theory to further examine consumer attitudes toward service innovation and its antecedents. Design/methodology/approach By focus group discussion and literature review, a conceptual...
