Prodanova, Jana; Ciunova-Shuleska, Anita; … - In: Marketing Intelligence & Planning 37 (2019) 6, pp. 617-630
Purpose: The purpose of this paper is to model the perceived value and customers’ intention to continue using m-banking services, assuming the existence of multiple consumption values. Specifically, it is proposed that entertainment (hedonic value), ubiquity (utilitarian value) and novelty...