Impulse control during the online shopping frenzy in China: the role of consumer inertia
Abstract This study examined impulse control during an online shopping festival in China. The research model integrated the flow theory into a Stimulus-Organism-Response (S-O-R) framework to explore the direct and indirect impacts of positive eWOM on impulse buying; the mediating role of consumer in...
| Autori principali: | , , |
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| Natura: | Articolo |
| Lingua: | English |
| Pubblicazione: |
Springer Nature
2023-10-01
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| Serie: | Humanities & Social Sciences Communications |
| Accesso online: | https://doi.org/10.1057/s41599-023-02204-w |