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• W2923608788 abstract "Prior marketing literature highlights the customer value co-creation behavior on offline business. This paper focuses on investigating the effects of customer value co-creation behavior on the online purchase intention. Further, the hypothesis is tested via adopting the structural equation model method. The research shows that under the online shopping environment, the behaviors of customer participation and citizenship behavior have significant positive impacts on purchase intention and can be the direct antecedents of purchase intention. Compared with customer participation behavior, customer citizenship behavior has greater impacts on purchase intentions. The analysis outcome of the study has remarkable importance on improving the sales of online retailers." @default.
• W2923608788 created "2019-04-01" @default.
• W2923608788 creator A5006539872 @default.
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• W2923608788 date "2019-03-20" @default.
• W2923608788 modified "2023-09-27" @default.
• W2923608788 title "Customer Value Co-Creation Behavior Effects on Online Purchase Intention" @default.
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• W2923608788 doi "https://doi.org/10.20965/jaciii.2019.p0253" @default.
• W2923608788 hasPublicationYear "2019" @default.
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