Browsing AUT Business School by Author "Park, H"

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    • Individual Values and Motivational Complexities In Mobile Shopping Consumption

      Park, H; Yap, SF (Australian and New Zealand Marketing Academy (ANZMAC), 2016)
      With the expansion of mobile shopping (m- shopping) consumption, there is an increased need to understand the variety of consumer motives for consumer engagement in such behaviour. For the rapidly growing area of m-shopping, ...