Hedonic Motivation and Ducoffe’s Web Advertising Model in Estimating Consumer Purchase Intention
Published online on July 03, 2023
Abstract
Global Business Review, Ahead of Print.
The purpose of this research is to predict the influence of YouTube advertising on consumers purchase intention in India. Based on the Ducoffe’s web advertising model, this research developed a hypothetical model by combining hedonic motivation with ...
The purpose of this research is to predict the influence of YouTube advertising on consumers purchase intention in India. Based on the Ducoffe’s web advertising model, this research developed a hypothetical model by combining hedonic motivation with ...