Building Brand Loyalty: An Application of Expectation Confirmation Model in Mobile Social Commerce
The study seeks to examine the role of perceived usefulness (PU) and confirmation (CN) on continuance usage intention of mobile social commerce (CI) and on user satisfaction (S). Furthermore, it examines the role of continuance intention and user satisfaction on brand loyalty (BL). Also, this stu...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Johar Education Society
2019-12-01
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| Series: | Pakistan Journal of Commerce and Social Sciences |
| Subjects: | |
| Online Access: | http://jespk.net/publications/4363.pdf |