Impact of gamification in activewear marketing on purchasing intention among Gen-Z in Malaysia
This study investigates the impact of gamification in activewear marketing on purchasing intention among Generation Z consumers in Malaysia using the Technology Acceptance Model (TAM) as the theoretical foundation. The model was extended with Perceived Social Influence (PSI) and Perceived Enjoyment...
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| Main Authors: | , |
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2025
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| Subjects: | |
| Online Access: | http://eprints.utar.edu.my/7120/1/23ABB00700_TAN_XIAO_WEN.pdf http://eprints.utar.edu.my/7120/ |
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