Abstract:Based on the customer value theory, this research aims to learn why people in the Baltic European countries are interested in purchasing smart LED lights from online retailers such as Alibaba and AliExpress. The relationship between price utility, function utility, self-image, aesthetics, playfulness, and intention to purchase smart LED lights from Alibaba and AliExpress in the Baltic European states was studied using an online questionnaire with 322 participants. According to structural equation modeling (SEM… Show more
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