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Keywords: Low income
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Journal Articles
Young consumer engagement at the bottom of pyramid: applying S-O-R framework in e-commerce context
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Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (6): 786–806.
Published: 22 August 2023
... design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework...
