The Sequence Effect of Supplementary Online Comments in Book Sales
This paper explores how the sequence of positive or negative comments and the degree of product involvement affect the purchase intention of consumers through a <inline-formula> <tex-math notation="LaTeX">$2\times 2$ </tex-math></inline-formula> experiment. The resu...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
IEEE
2019-01-01
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| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/8876590/ |