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- Tác giả: Nguyễn Thị Tường Vi
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 84 p.
- Tóm tắt: This study investigates the influence of personalized recommendation attributes—specifically accuracy, novelty, and diversity—on consumer purchase intention within Vietnam's e-commerce market, utilizing an integrated model of TAM and UTAUT. The analysis of 371 responses reveals that all three attributes positively impact customer experience, with novelty emerging as the most significant driver, highlighting a consumer preference for discovering new and delightful products over merely accurate ones. ...
- Từ khóa: E-commerce; Customer experience; Purchase intention; Personalized recommendation
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