Utilitarian VS Hedonic Value: Which is More Influential for Indonesian Consumers in Increasing Purchase Intention in E-Commerce?
Background: Companies should leverage the rapid growth of online shopping in Indonesia to enhance customer experiences and boost sales. Live streaming plays a crucial role in influencing customer behavior, making it a valuable strategy for increasing purchasing interest. Purpose: This study exam...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University
2025-07-01
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| Series: | Journal of Consumer Sciences |
| Subjects: | |
| Online Access: | https://journal.ipb.ac.id/index.php/jcs/article/view/63261 |
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