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Keywords: Fit confidence
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (3): 385–402.
Published: 11 March 2025
... shopping tool, this study expanded the Technology Acceptance Model by incorporating constructs from Innovation Diffusion Theory and two psychological factors – fit confidence (FC) and body esteem (BE). Design/methodology/approach This study used a scenario-based design where participants imagined dress...
