“Chris” Yang, Hongwei; Liu, Hui; Zhou, Liuning - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 1, pp. 59-77
Purpose – The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al. 's model to predict young Chinese consumers' mobile viral attitudes, intents and behavior. Design/methodology/approach – A paper survey was...
