College students’ consumption behaviour in internet celebrity economy under We Media environment: a study among Malaysian and Chinese students
Purpose – The purpose of this study is to examine the variables affecting college students’ consumption behaviour in the context of the internet celebrity economy and the We Media environment. Design/methodology/approach – In this study, five independent variables − perceived ease of use, perceived...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024-12-01
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| Series: | Journal of Responsible Production and Consumption |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/JRPC-09-2023-0002/full/pdf |
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