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Keywords: Means-end chain
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (1): 109–124.
Published: 01 July 2020
...Raja Sankaran; Shibashish Chakraborty Purpose This study aims to explore the motivational factors (or value components) using a consumer-centric view to enable consumer make mobile payments (mPayments). Design/methodology/approach Means-end chain (MEC) theory, an exploratory approach...
