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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...

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Detalles Bibliográficos
Autores principales:	Sun, Gong, Shen, Famei, Ma, Xinyi
Formato:	Online Artículo Texto
Lenguaje:	English
Publicado:	Frontiers Media S.A. 2021
Materias:	Psychology
Acceso en línea:	https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8595092/ https://www.ncbi.nlm.nih.gov/pubmed/34803862 http://dx.doi.org/10.3389/fpsyg.2021.788063

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