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Motivations for Shopping in Smart Shops by dhekamardanus is a document available to read on EtoBox.
This study investigates the motivations behind customer shopping intentions in smart shops, focusing on both utilitarian and hedonic factors influenced by smart technologies and technology readiness. Utilizing the hedonic information systems acceptance model (HISAM), the research reveals that perceived ease of use significantly impacts perceived usefulness and enjoyment, which in turn affect shopping intentions. Additionally, technology readiness moderates these relationships, suggesting that customers with
- Author
- dhekamardanus
- Language
- EN