How Consumer Self-Determination Influences Engagement and Future Intention: the Moderating Role of Relatedness
The purpose of this research is to explore the mechanism by which consumers' perceptions of social relatedness moderate the influence of self-determination on consumer engagement and future intention. The findings suggest that relatedness may only be effective for individuals who have a low level of self-determination.
Eunice Kim (2015) ,"How Consumer Self-Determination Influences Engagement and Future Intention: the Moderating Role of Relatedness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 793-793.
Eunice Kim, University of Florida, USA
NA - Advances in Consumer Research Volume 43 | 2015
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