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PSYCHOGRAPHIC CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR TOWARDS ONLINE PURCHASE INTENTION: A STUDY ON GENDER DIFFERENCES
unpublished
E-commerce has emerged as an important method of business. With nearly 2.5 trillion internet users worldwide and surpassed USD1 trillion sales in 2012, it is essential to understand the behavior of the online shoppers. Previous studies have explored the relationship of customer innovativeness, market mavenism, shopping enjoyment, shopping orientation towards online purchase intention. Thus this study would like to understand further on the gender differences upon the psychographic
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