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Keywords: Perceived ease of use
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning 1–31.
Published: 26 December 2025
... survey using a snowball sampling technique. Data were collected from 315 Tunisian students. A PLS analysis was performed to validate the conceptual model. Findings The main results reveal that familiarity with telecommunication chatbot significantly affects perceived ease of use and customer...
