The moderating effect of celebrity endorsement on the relationship among perceived value, user interaction satisfaction, and buying behavior amongst Lazada consumers from DLSU RVR-COB ID 119 undergraduate students

• Main Authors: Chua, Tiffany Mae Cu, Ching, Alani Joy Ang, Perez, Mexie Bausa, Uy, Godwin Lance Yu
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Endorsements in advertising—Philippines; Consumer behavior—Philippines; Consumer satisfaction—Philippines; Students as consumers—Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/57; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1107/viewcontent/The_moderating_effect_of_celebrity_endorsement_on_the_relationshi2.pdf
• Institution: De La Salle University

The COVID-19 pandemic caused substantial changes in several factors that affected the performance of e-commerce businesses, which prompted the researchers to look at certain variables that may have had an impact on Lazada's success. Thus, the researchers made the decision to investigate how Laz...