The impact of e-retailer personality and website quality on online impulse buying
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This paper adapted the concept of retail brand/store personality from brick and mortar context to internet marketing by investigating the impact of e-retailer personality on website quality and impulse buying. Data were collected from 563 online shoppers in Vietnam by online survey and analyzed with Structural Equation Model (SEM).
Nội dung trích xuất từ tài liệu:
The impact of e-retailer personality and website quality on online impulse buying
Nội dung trích xuất từ tài liệu:
The impact of e-retailer personality and website quality on online impulse buying
Tìm kiếm theo từ khóa liên quan:
E-retailer personality Website quality on online impulse buying Structural equation model Individual customer E-retailer personalityTài liệu có liên quan:
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