Exploring Consumers’ Buying Behavior in a Large Online Promotion Activity: The Role of Psychological Distance and Involvement

Abstract: As a key marketing tool, online sales promotion has been widely used by online retailers to increase sales of products and brands. Most previous researches on online sales promotion have ignored the effect of consumers’ psychological factors and the heterogeneity of product and c...

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Autores principales: Liu,Qihua, Zhang,Xiaoyu, Huang,Shan, Zhang,Liyi, Zhao,Yang
Lenguaje:English
Publicado: Universidad de Talca 2020
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Acceso en línea:http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100106
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