From screens to carts: the role of emotional advertising appeals in shaping consumer intention to repurchase in the era of online shopping in post-pandemic
This study examines the evolving dynamics of online shopping behavior in the post-COVID-19 era, focusing on the intricate relationship between perceived usefulness, ease of use, pleasure, arousal, dominance emotional state, and intention to repurchase by integrating and employing the technology acce...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2024-05-01
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| Series: | Frontiers in Communication |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2024.1370545/full |