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Keywords: Utilitarian value
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2024) 38 (7): 892–910.
Published: 08 August 2024
.... Hedonic value was found to affect continuance intention but not purchase intention, while utilitarian value was found to affect purchase intention but not continuance. Research limitations/implications This study extends the stimulus–organism–response model’s application to AR in physical stores...
