Exploring the Contingent Role of Effort Expectancy on Online Purchase Intention in E-commerce Application

Objective: This study examines the influence of hedonic and utilitarian values on perceived benefits and their impact on purchase intention by using effort expectancy as a moderating variable. Design/Methods/Approach: This study adopts a quantitative approach by employing a non-probability samplin...

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Bibliographic Details

Published in:	Jurnal Manajemen Teori dan Terapan
Main Authors:	Lydia Ery Octalina, Anni Rahimah, Zainul Arifin
Format:	Article
Language:	English
Published:	Universitas Airlangga 2023-04-01
Subjects:	hedonic value utilitarian value perceived benefit effort expectancy purchase intention
Online Access:	https://e-journal.unair.ac.id/JMTT/article/view/41398