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How online shopping festival atmosphere promotes consumer participation in China
Despite the immense success of China’s Double Eleven online shopping festival (OSF), research on how OSFs’ unique atmosphere relates to customer behavior has been scarce. This study investigates the influence of the OSF atmosphere on consumers’ participation behavior based on the stimulus–organism–r...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Springer Nature Singapore
2023
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9899135/ http://dx.doi.org/10.1186/s40691-022-00325-5 |