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How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust
The intense competition among fresh food e-commerce platforms in China has reduced the market share of the leading firms. This study aims to establish a model framework based on brand knowledge, perceived value, brand trust, and purchase intention to improve the market competitiveness of fresh food...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
MDPI
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10451841/ https://www.ncbi.nlm.nih.gov/pubmed/37622812 http://dx.doi.org/10.3390/bs13080672 |