مشروع البحث:
THE INFLUENCE OF BRAND PERSONALITY, BRAND LOYALTY, AND CUSTOMER SATISFACTION ON CONSUMERS' ONLINE PURCHASE INTENTION IN LIBYA: THE MEDIATING INFLUENCE OF EMOTIONAL MOTIVATION AND RATIONAL MOTIVATION

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المساهمين
الممولين
رقم التعريف
1332
الباحث
محمد إبراهيم محمد الجعيبي
المشرفين
منشورات
وحدات تنظيمية
الوصف
Electronic commerce has evolved from a supplementary channel of exchange into a central arena through which firms communicate value, shape consumer perceptions, and stimulate purchase decisions in digital environments (Pavlou, 2003). In such environments, online purchase intention has become a critical behavioral outcome because it reflects the consumer’s readiness to perform an online transaction when the opportunity to act becomes available (Ajzen, 1991). This is particularly important because online buying usually follows a sequence of search, evaluation, comparison, and psychological commitment before the actual act of purchase is completed (Pavlou, 2003).
الكلمات الدالة
THE INFLUENCE OF BRAND PERSONALITY,