Keywords: Shopping orientation
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Journal Articles
Journal of Services Marketing (2024) 38 (5): 578–600.
Published: 26 December 2023
... to investigate the effects of seamless shopping experience types on customers’ sWOM intentions from the perspective of smart-shopping feelings and validated the moderation role of shopping orientation. Design/methodology/approach Using a data set of 301 omnichannel customers, three scenario-based experiments...

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