Kulviwat, Songpol; C. Bruner II, Gordon; P. … - In: Journal of Consumer Marketing 31 (2014) 3, pp. 190-199
Purpose – This paper aims to examine whether self-efficacy plays an important role in shaping the effect of cognition and affects in high technology adoption. It also examines whether cognition and affect mediate the effect of self-efficacy on attitude toward adoption....
