Nghia, Ho Trong; Olsen, Svein Ottar; Trang, Nguyen Thi Mai - In: Marketing Intelligence & Planning 38 (2020) 5, pp. 545-558
Purpose: Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and...