The marketing success of online shopping festivals (OSFs) has captured the attention of
consumers. However, research on the effects of perceived benefits during OSFs is scarce …

Flash sales can be an opportunity for online marketplaces to stimulate impulse buying. This
study aims to determine the factors that influence impulse buying from a flash sale in the …

Purpose The purpose of this paper is to explore the effect of consumers' perceived product
promotion and atmosphere promotion strategies on their participation intention, and the …

Purpose The purpose of this paper is to study the underlying relationships among two
distinct forms of consumer values, namely, instrumental and terminal values, fashion …

This study aims to examine the purchase behaviour decision like drivers and barriers for
Grocery Shopping Apps (GSAs) as well as discover the role of customer involvement in …

Abstract Customer Perceived Value (CPV) is a well-established concept in the marketing
literature; however, there is a need to extend the concept of Perceived Value (PV) to mobile …

Purpose The purpose of this study is to test the impact of time and price sensitivity on
consumer satisfaction and purchase intention on online-to-offline (O2O) takeout platforms …

The rapid expansion of online commerce has significantly altered consumer behavior,
particularly among digitally-savvy Generation Z individuals. This research analyzes the …

Consumer loyalty plays a significant role in the sustainable marketing of classic large-scale
online social promotions (CLOSPs). However, existing research mainly focuses on the …

Online shopping carnivals (OSCs) like Double Eleven in China and Cyber Monday in North
America have experienced remarkable sales growth. This study examines the benefits and …