Session 02.02.03: The effect of avatar customization on the psychological ownership of fashion products : Korean Scholars of Marketing Science

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Session 02.02.03: The effect of avatar customization on the psychological ownership of fashion products

2023 KSMS Int'l Conference Proceedings

17 Nov 2023

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Paper Title: The effect of avatar customization on the psychological ownership of fashion products

Author:

Do Yuon Kim, Gachon University, Seongnam, Republic of Korea

Ju Yeun Jang, The Hong Kong Polytechnic University, Hong Kong, China

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Session 02.02.02: Factors for consumer loyalty in online service: evidence from PLS-SEM and FSQCA analysis Session 02.02.04: The effect of human-likeness of AI on user behavior