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Huanhuan Ding

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#generative ai Review Open access Aug 2026

Creating Customer Value Through Smart Interactive Technology Affordances: The Sequential Roles of Customer Inspiration and Digital Customer Engagement

A sequential mediation model in which perceived smart interactive technology affordance (perceived SITA) stimulates customer inspiration, strengthens digital customer engagement and promotes value-contributing behaviour is developed.

Huanhuan Ding, Naveed R. Khan · Journal of Creating Value · 0 citations