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"M-PESA" mobile financial service has remained a dominate player in the Kenya financial service market. This study presents a conceptual research model that is grounded in means-end theory. It connects customer value hierarchy to customer attitudes and post-adoption outcomes behavior. It aims to...
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In this paper, I propose a simple model in which behavior is determined by the individual's attitude towards the … behavior and the attitude depends on the individual's values. The model is based on the Schwartz theory of human values, which …. Attitude is the importance-weighted sum of the degrees of (dis-)satisfaction. The model highlights the importance of systematic …
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