The Role Of Materialism On Consumer Perceived Values And Online Impulse Buying Behaviour Among Generation Y In Malaysia
This study aimed to examine the role of emotional value, social bridging, social bonding and epistemic value on online impulse buying behaviour through materialism. The study incorporates three theories which are the Stimulus-Organism Response Model (SOR), Theory of Consumption Values (TCV) and Soci...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2018
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| Subjects: | |
| Online Access: | http://eprints.usm.my/48325/1/THE%20ROLE%20OF%20MATERIALISM%20ON%20CONSUMER.pdf%20cut.pdf |
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