Yoo, Bosul; Katsumata, Sotaro; Ichikohji, Takeyasu - In: Asia Pacific Journal of Marketing and Logistics 31 (2019) 2, pp. 516-540
Purpose: The purpose of this paper is to examine the driving factors of user innovation behaviors using the case of smartphone applications to estimate the indirect and direct effects of consumers’ attitudes toward user-generated content (UGC). Design/methodology/approach: This study proposes...