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Keywords: Actitud
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (2): 138–162.
Published: 17 June 2024
...的消费者行为理论(创新扩散理论和独特性理论)相结合的概念模型, 为共享经济的理论发展做出了重要贡献。此外, 研究结果还为企业在选择参与协作经济的共享平台和传统公司提供了有价值的见解。 Sharing economy Consumer innovativeness Brand tiers Attitude Purchase intention Need for uniqueness Economía colaborativa Innovación del consumidor Niveles de marca Actitud Intención de...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (2): 158–177.
Published: 13 January 2023
... of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method. Gamificación Intención de comportamiento Exposición a la red Actitud Motivaciones sociales Hedónico...
Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2022) 26 (3): 345–362.
Published: 14 October 2022
... pago por móvil. Se aplicó un método de muestreo por cuotas para recoger los datos. A continuación, los datos se analizaron mediante un modelo de ecuaciones estructurales. En este estudio se empleó el software SPSS y LISREL. Conclusiones El estudio revela que cuatro factores antecedentes: la actitud...
