Means-end chain

This study aims to investigate reasons why customers are reluctant to use e-payment and how these reasons explain their impacted values, with the following research objectives: (1) to identify characteristics of electronic payment generating the resistance of customers to this E-payment; (2) to explore the connections between those characteristics and values of individuals through the consequences from these characteristics; (3) to propose suggestions for service providers and financial institutes to develop appropriate strategic plans to motivate e-payment in Vietnam.

17p nguyenminhlong19 22-04-2020 20 0   Download