Titlebook: Disruptions, Diversity, and Ethics in Marketing; First International Sergio Martínez-Puertas,Manuel Sánchez-Pérez,Eduar Conference proceed

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Use of Online Shop Chatbots: How Trust in Seller Moderates Brand Preference and Purchase Intention,om this trust, interaction with chatbots can impact brand preference and purchase intention A conceptual model based on the Technology Acceptance Model (TAM) and Information System Success Model (IS) is proposed to understand the relationships between the utility, ease-of-use, and responsiveness of

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