Effects of Mobile Instant Messaging Towards Malaysian Gen-Y Impulse Buying

There is a growing study of mobile advertising of its influence in determining consumer’s impulsiveness. Yet, there is limited attention has been paid to examine the impact of mobile purchasing interaction in determining consumer’s impulse buying urges. The current study integrates Stimulus–Organism...

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主要作者: Lee, Yi Yong
格式: Thesis
出版: 2020
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