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Purpose – The research investigates how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next-purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions.Design/methodology/approach – Two...
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Purpose This paper investigates the effect of perceived value (hedonic value, utilitarian value, and conditional value) on customers’ behavioral intentions toward dining at Chinese restaurants in Bangladesh. Moreover, this study examines the mediating effect of self-direction value and the...
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The purpose of this study is to build an understanding of the influence of utilitarian value, hedonic value, social value, and perceived risk on e-commerce customer satisfaction in Indonesia. Data was collected through an online survey and analyzed using Structural Equation Modeling (SEM) with...
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