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THE ROLE OF HEDONIC MOTIVATION IN SOCIAL COMMERCE TOWARD CONSUMER PURCHASE INTENTION

This study investigates the influence of Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) elements on customer purchase intention within the context of social commerce, with a focus on the moderating role of hedonic motivation (HM). TPB factors, including attitude (ATD), subjec...

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Bibliographic Details
Main Authors: Kumaresan, Kumaran, Janifer, Lunyai, Nordiana, Ahmad Nordin
Format: Article
Language:English
Published: UNIMAS Publisher 2024
Subjects:
HF Commerce
Online Access:http://ir.unimas.my/id/eprint/46143/2/The%20Role%20Of%20Hedonic%20Motivation.pdf
http://ir.unimas.my/id/eprint/46143/
https://publisher.unimas.my/ojs/index.php/IJBS/article/view/7619
https://doi.org/10.33736/ijbs.7619.2024
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Internet

http://ir.unimas.my/id/eprint/46143/2/The%20Role%20Of%20Hedonic%20Motivation.pdf
http://ir.unimas.my/id/eprint/46143/
https://publisher.unimas.my/ojs/index.php/IJBS/article/view/7619
https://doi.org/10.33736/ijbs.7619.2024

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