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MODELLING THE ANTECEDENTS THAT INFLUENCE BRAND INNOVATIVENESS, AGE AND PERSONAL INNOVATIVENESS IN SOCIAL COMMERCE SHOPPING BEHAVIOUR
Through the recent growth of information and communication technology and Web 2.0 technologies, a new branch of e-commerce called social commerce has emerged (Hajli, 2013). This study explores the effects of personal innovativeness on the relationship between brand innovativeness and customer-based...
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| Format: | Thesis |
| Language: | Eng |
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Faculty Commerce: IT
2024
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