THe effect of utilitarian and hedonic motivations on online purchase intention
碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 94 === The purpose of this study is to investigate what drives consumer to shop on online travel Web sites from utilitarian and hedonic perspective. This study proposes an integrated model to understand the effects of utilitarian and hedonic motivation on intention t...
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| Format: | Others |
| Language: | zh-TW |
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2006
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| Online Access: | http://ndltd.ncl.edu.tw/handle/29484678589478988713 |