The Influence of Face on Online Purchases: Evidence From China
This study examines the influence of an indigenous concept – face on online purchases in China. Specifically, we test the mediating role of materialism and the moderating role of price consciousness. We conduct a survey of 315 Chinese consumers. The results demonstrate that consumers tend to make on...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2021-11-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.788063/full |