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Keywords: Duality approach
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2020) 38 (5): 545–558.
Published: 19 March 2020
...Ho Trong Nghia; Svein Ottar Olsen; Nguyen Thi Mai Trang Purpose Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion...
