DETERMINANTS OF CONTINUOUS USAGE BEHAVIOR OF SOCIAL COMMERCE : A STUDY OF SMALL ONLINE VENDORS IN PAKISTAN
Objective: The objective of this study is to investigate determinants of continuous usage behavior of small online vendors in social commerce under government support as moderator. Theoretical Framework: Social Exchange Theory and TOE framework provide theoretical underpinnings of this study to unde...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SOUTH FLORIDA PUBLICATIONS
2025
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| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/47911/1/Life%2B5537.pdf http://ir.unimas.my/id/eprint/47911/ https://sdgsreview.org/LifestyleJournal/article/view/5537 https://doi.org/10.47172/2965-730X.SDGsReview.v5.n04.pe05537 |
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