Aplicación de un programa de personalización de eMASS como herramienta de investigación para evaluar los beneficios del consumidor
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September 27, 2019
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Aquí se presenta un protocolo para examinar las respuestas de los consumidores hacia la personalización masiva en el contexto de la venta al por menor en línea. El protocolo detalla el procedimiento de encuesta en línea y cómo analizar los datos utilizando el modelado de ecuaciones estructurales y las diferencias de grupo mediante análisis medios latentes.
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Park, M., Yoo, J. Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits. J. Vis. Exp. (151), e60035, doi:10.3791/60035 (2019).
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