![]() This study sought to address this gap by using the means-end chain theory method to explore the motivational complexity of VS-shopping. With the expansion of virtual supermarket shopping (VS-shopping) consumption, there is an increasing need to investigate the variety of consumers’ motivations for engaging in such behavior. Virtual supermarket shopping has entered a phase of commercial mainstreaming as retailers aim at broadening the customer base, especially in the context of COVID 19 emergence.
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