Hota, Monali; Derbaix, Maud - In: International Journal of Retail & Distribution Management 44 (2016) 11, pp. 1132-1148
Purpose The purpose of this paper is to examine whether children’s online play and participation in massively multiplayer online role playing games (MMORPGs) is leading to the development of virtual retail shopping motivations and behaviours. This exploratory study also examines the influence...