2024
DOI: 10.47263/jasem.8(01)
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Abstract: The adoption of multi-channel strategies by retailers, encompassing both online and offline modalities, has fundamentally transformed consumer shopping behaviors, resulting in a significant increase in mobile shopping. Nonetheless, the long-term success of mobile shopping apps is heavily dependent on consumers' continuous use. Regrettably, the existing studies on this area remain vague and require further exploration. This study aims to close this gap by examining Malaysian consumers' continuance intention and… Show more

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