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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| Auteurs principaux: | , , , , |
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| Langue: | English |
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Universidad de Talca
2020
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| Accès en ligne: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762020000100106 |
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