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Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications

Kim, Juran; Lee, Ki Hoon; Taylor, Charles R. - In: Journal of Global Scholars of Marketing Science 23 (2013) 3, pp. 282-296

This study examines the effects of mobile direct experience on perceived interactivity, attitude toward smartphone applications, and purchase intention. Specifically, the study explains mobile direct experience and examines the relationships between direct experience and perceived interactivity,...

Persistent link: https://www.econbiz.de/10010825462