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Keywords: Continue usage intention
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (6): 786–806.
Published: 22 August 2023
...Ashish Gupta; Ajay Kumar; Esubalew Melese Purpose This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention. Design/methodology/approach A cross-sectional research...
