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1. Understanding the Digital Future : Applying the Decomposed Theory of Planned Behaviour to the Generation Y's Online Fashion Purchase Intention while Creating and Using a Customised Avatar
Magister-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomiSammanfattning : Abstract Purpose - The purpose of this master thesis is to research the Generation Y’s online purchase intention for fashion items while creating and using a customised avatar. Overall, the objective is to create a better understanding of this technology’s potential, formulate managerial implications for fashion businesses and strengthen business viability. LÄS MER
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