Browsing Management and Marketing Journal Articles by Subject "utilitarian‐hedonic dual mediation model (UHDM)"
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Modelling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games.
(Emerald Group Publishing Limited, 2013)Purpose – It is assumed that consumers consume games to experience hedonic and utilitarian value. However, there is no conceptual model or empirical evidence that supports this hypothesis in the game context or clarifies ...