Highlighting the important role of marketing in encouraging sustainable consumption, the
current research presents a review of the academic literature from marketing and behavioral …

Exercising self-control is often difficult, whether declining a drink in order to drive home
safely, passing on the chocolate cake to stay on a diet, or ignoring text messages to finish …

摘要直播电商具有时间资源稀缺的特征， 通常只持续几个小时时间。 根据心理抗拒理论，
本研究考虑感知急迫作为中介变量， 并将产品类型作为调节变量来探究直播电商的时间性稀缺 …

The last decade has seen the emergence of the sharing economy as well as the rise of a
diverse array of research on this topic both inside and outside the marketing discipline …

The chronic nature of coronavirus disease (COVID-19) outbreak and lack of success in
treatment and cure is creating an environment that is crucial for mental wellbeing. Presently …

This research draws on protection motivation theory, temporal construal theory, and self‐
determination theory to understand consumption practices during a pandemic crisis by …

The rapid popularity of live streaming promotes the emergence of a new business model
known as live streaming commerce. Due to high interactivity and rich-sensory stimuli, live …

We examine the effectiveness in field settings of seven healthy eating nudges, classified
according to whether they are (1) cognitively oriented, such as “descriptive nutritional …

Although online retailing is applying livestreaming to promote both hedonic and utilitarian
products, the differential effectiveness of utilizing this tool across the two types of products is …

The recent rise of consumer virtual reality (VR) hardware raises important questions in the
field of online marketing: what makes 3D VR more informative and playful than conventional …