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Tải xuống
This study contributes to the literature by applying a duality approach to confirm the significant role of shopping values in determining trust and impulse buying that, in turn, positively predict shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is more affect-based. This research also introduces an appropriate theoretical framework for studying impulse buying - the duality approach and validates the positive consequence of this shopping motive. |