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Keywords: Value-based adoption model
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2025) 26 (7): 172–187.
Published: 22 May 2025
... analysis (NCA), the authors analyzed the results from a self-administered survey of 120 higher education students with a model integrating subjective norm with variables from the value-based adoption model (VAM). Findings Subjective norm and perceived usefulness were found to be significant factors...

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