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Keywords: TAM
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Journal Articles
VR meets hotel bookings: how hedonic and utilitarian attributes shape young consumers’ intentions
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (3): 527–549.
Published: 24 April 2025
...Kriti Priya Gupta; Smriti Pande Purpose This study aims to explore the role of virtual tours in determining the Indian young consumers’ hotel booking intentions. The study’s framework is grounded in the stimulus organism response (SOR) theory and technology acceptance model (TAM). Design...
Journal Articles
Nonprofits meet millennials: a hybrid approach of uses and gratifications and TAM to identify the drivers of monetary donation intention
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2020) 21 (4): 435–449.
Published: 13 November 2020
... are discussed. Originality/value An integration of two leading theories, Uses and An integration of two leading theories, Uses and Gratifications (U&G) and the Technology Acceptance Model (TAM)—is used to examine the antecedents of donation behavior of this cohort as related to their engagement...
