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Keywords: Perceived IGA invasiveness
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (6): 842–855.
Published: 01 June 2021
.... Design/methodology/approach The study used SEM and PROCESS MACRO to analyze the results. Findings The study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were...
