Hedonic and Utilitarian Effects of the Adoption and Use of Social Commerce

@inproceedings{PlazaLora2017HedonicAU,
  title={Hedonic and Utilitarian Effects of the Adoption and Use of Social Commerce},
  author={{\'A}ngela Plaza-Lora and {\'A}ngel Francisco Villarejo-Ramos},
  year={2017}
}
The aim of this research is to contribute to the field of study which explores the consumer behaviour model in social commerce, introducing the social commerce concept as a new commercial formula. 

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