The dual effect of digital communication reinforcement drivers on purchase intention in the social commerce environment

The paper draws on the theory of planned behavior (TPB) to investigate the dual effect of digital communication reinforcement drivers: positive (i.e., interactivity, argument quality, hedonic motivation, and perceived enjoyment online) and negative (i.e., intrusive concerns and privacy concerns) on...

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Detalles Bibliográficos
Autores principales: Selem, Kareem M., Shoukat, Muhammad Haroon, Shah, Syed Asim, de Brito Silva, Marianny Jessica
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Palgrave Macmillan UK 2023
Materias:
Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9901836/
https://www.ncbi.nlm.nih.gov/pubmed/36776351
http://dx.doi.org/10.1057/s41599-023-01539-8

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9901836/
https://www.ncbi.nlm.nih.gov/pubmed/36776351
http://dx.doi.org/10.1057/s41599-023-01539-8

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