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Aim: The main goal is to examine the role of perceived risk in determining customers' willingness to purchase fresh food online. Research methods: Data were collected through an online survey. Respondents were recruited via a call on online platforms. A total of 287 fresh food e-commerce...
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Live selling in the e-market has been dominating e-commerce consumer behavior, raising competition among brands. Given that online purchasing and live selling rose significantly in the Philippines, this study aimed to assess the actual purchase of Filipinos from online live sellers....
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